If your online presence is getting any attention at all, sooner or later you will run into criticism. The best thing you can do is be prepared for this moment by knowing how you or your staff should handle negative comments.
It’s Not Personal
Anonymity emboldens critics to lose all decorum and let their harsh words fly. To not take it personally is easier said than done, but it isn’t about you. Anonymity goes both ways and they forget there are people on the other end of your posts and updates. The worst thing you can do is start defending yourself. This is like throwing gasoline on the flames and you’ll only feed their negativity. The best case scenario is to let your real fans come to your defense.
Apologize
Does the critic have a point? Let’s face it, as humans, we’re not perfect. The new social web is not only showing our soft personal sides, but it also demands that we reveal the real people behind the corporate veil. If you have made a mistake, accept the responsibility for it. Apologize, correct yourself, and move on. You’ll find that the world keeps spinning and you may even gain the respect of your critic as well as strengthen the respect of your fans.
Address the Real Issue
Critics fall into three categories
- People who are upset by something particular
If you’ve ever returned a product to a store because it didn’t work right, or broke, or whatever, then you can identify with these people. You know the whole process is a pain. It can make you upset to have to go out of your way to get your money back. As a representative of your company, address their complaint directly and do what you need to so they are happy again. - People who disagree with you
It is possible that this person has data or facts that you were not aware of. Listen to them. Take their comments seriously and see if they are adding to the conversation. In the end you may just have to agree to disagree. - People who like to complain
There are people who just like to complain. If there is nothing you can solve, change, or apologize for, you may not have another step to take.
It’s An Opportunity
You’ve heard the saying “Any publicity is good publicity.” That applies online too. Even the best companies will encounter mixed feedback. If people are criticizing, it’s because they care enough to get involved and start a conversation with you. When handled correctly, you can turn this negative interaction into an opportunity for success.
If the fear of negative comments is keeping you from entering the world of social media, you’re not alone. However, armed with the right information about handling these situations, you can enter the social media world with confidence. Having friendly faces in the crowd helps too!
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About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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2 Comments
DDandro | June 24, 2010
I’m a business owner and I take all feed back, the good the bad and the ugly as a chance to improve on what we do. Once in a while there is the client that can’t be made happy but that’s not very often. Thanks for the reminder in this. This is one of those lessons that an occasional reminder helps keep fresh.
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