Handling negative comments or complaints in social media

My first blog post will be discussing how people in PR should handle negative comments or complaints when it comes to social media. 

The reason for this post is because not long ago I came across a rather uncomfortable PR dilemma that can easily ruin the brand’s reputation. Lucky enough, I acted quickly and with the memory from unit Media PR and Corporate PR I was able to handle the situation smoothly.

A little bit of a backgrounder, during my time interning with Agua Bendita I was in charge of it’s social media accounts such as Facebook and Instagram.

I was fortunate to be trusted with such a task that I had the freedom to post any type of photo or video that relates to the brand as well as answering to comments from customers. 

However, with great opportunities like this comes with big responsibilities, for instance (photo below) is a screen shot taken from my mobile the day after posting a photo on Agua Bendita’s instagram page. In some way, coming across an incident such as this one teaches you how to handle respond and react in a professional manner as well as learning how to fix the brand's image and reputation. 

When the client first complaint the first thing I automatically did was:

Step 1: Document it

Whatever negative comment on a social channel, the first important step you need to take is a screen shot or document it in any possible way. The person, who commented, so it is crucial to keep the proof on file in case the issue becomes more problematic, can modify things.

Step 2: Do not delete negative comments

By ignoring or deleting the content will only worsen the problem, especially the person filing a complaint. People who delete comments will make only question your integrity your fan base. NEVER block users who spam and abuse the site or even inappropriate comments.

Step 3: Keep it cool

It’s not uncommon to have customers who feel offended getting an emotional comment out of them. As a PR person, don’t take it to heart and be engaging in a challenge. Always remember that social media is a public sphere that can be viewed by anyone, a bad move from your part will on worsen the problem as well as being judged for your actions. Only respond to what matters and let the rest go.

Step 4: Check your head

When an issue arises it is always important to directly take the matter to a colleague and leadership for them to either deal with the issue or guiding you to handle it.

Step 5: Don’t delay

Word travels fast on the internet, especially during  a crisis. Replying later rather than on the spot will further damage the company’s reputation.

Step 6: Respond to each complaint in the public stream

Always comment back and say something like “please e-mail me more info” or “looking forward to helping you. Can you DM/message me more?” Also when it’s resolved, tweet that back as well. Try “Thanks so much for letting us know. I hope the issue has been resolved for you?” Follow up is KEY. If it’s on Facebook, make sure you comment on the original stream where the complaint was written.

Step 7: You set the tone
Make sure to sound positive and pleasant to set a good atmosphere.

Since Agua Bendita is a big international franchise, a comment like this can easily affect it's image as well as affect the relationship between it's customers. It is always important to follow those golden steps which i've listed, i find that if i hadn't used those golden rules Agua Bendita Australia would have received more complaints and eventually losing loyal customers and be seen as unprofessional.

Blog post 1

March 31 2014

Kelsey Requin 14530627