Negative Nellies - Dealing with Social Media Backlash

Grab your blankets and your torches everyone, I'm about to tell you a scarrryyyy story.

It's a cold, wintery day. The raindrops beat against the window. You shiver at your desk as a chilly breeze sneaks under the crack in the window.

You're at work, happily editing some images to upload to instagram when your phone buzzes. It's a notification from facebook - one of the social media pages you manage has been commented on. 'Great!' you think. 'I wonder what amazing feedback this happy audience member has!' You open the page and scroll down, and that's when it happens. 

AAAAAAHHHHHHHHH!!!!!

Someone has an issue with the special discounted price for under 30s, and they want you to know about it. What do you do???

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Social media management is a relatively new string to the PR professionals' bow, and requires transparency, honesty and quick responses. Social media management is a massive undertaking at Perth Theatre Trust, where we manage one instagram account, six facebook pages (with all the relevant event pages as well) and six twitter accounts. Although social media comes somewhat naturally to us 'young people', I've had to change the language I use on social media to adhere to the strict guidelines provided by the Department of Culture & the Arts (our umbrella organisation). Generating content has proved a challenge (particularly with so many accounts!) but recently we have received a few negative comments on one particular event page. 

Here are the most important things I've learned when dealing with social media backlash.

1. Pay attention

The most important thing when monitoring social media is to pay attention! If you don't know that the conversation is going on, you can't be part of it. 

2. Address negativity quickly

Negativity on social media can quickly spiral out of control. Make sure you respond to any negativity in a timely fashion, otherwise you run the risk of your publics thinking you are hiding or being dishonest.

3. Acknowledge the person’s feelings

Often the person posting just wants to know they have been heard. Make sure you acknowledge their feelings without making it seem like you think they are correct. Consider something along the lines of "We're sorry you feel that way," or "We understand that you feel angry/annoyed/upset..."

4. Ask for solutions

Sometimes the negativity on social media comes from the feeling of lack of control. Ask the commenter how they would like to see the situation resolved. This doesn't necessarily mean you will act on their advice, but involving them in the conversation is an important step in making sure they feel heard.

5. Fix the problem

Once the conversation is over, make sure you let the commenter (and anyone who is following along) know how the situation was resolved. 

Social media is an extremely valuable tool for communicating directly with your audience. Negative comments may even help your organisation offer a better product or streamline a process. Make sure you stay involved in the conversation, as most of the time any response is better than none! 

Happy monitoring!!!

- Kimberley