“What if somebody says something bad about us?” is a common concern stopping some institutions from using social media. After all, as the old saying goes: “You can please some of the people all of the time. You can please all of the people some of the time. But you can’t please all of the people all of the time.”
Whether you are participating in social media or not, however, these networks are giving a megaphone to all the people who are not pleased with you, at least some of the time, or have something bad to say about you. So engaging in the conversation is well worth it. A few negative comments will not undo your institution, and in fact, can be a strong opportunity for you to prove yourself and actually build goodwill with your community.
What’s the key to dealing successfully with negative feedback? Figuring out first whether you are facing “trolls” or bonafide critics.
Do Not Feed the Trolls
“Trolls” are cyber pranksters who use the Internet to have fun at someone else’s expense, typically by trying to upset them. They have no real interest in your institution but are simply online to cause problems. Internet experts argue the most effective way to discourage trolls is usually to ignore them. Trolls will not hang around and comment further if they do not get a response. That’s why many online forums warn: “Please do not feed the trolls.”
Engaging Bonafide Critics
Bonafide critics are people with specific concerns about your products or services or people who disagree with your opinions or actions (e.g., President Obama vs. the Tea Party, etc.). Unlike with trolls, you need to engage with them as quickly as you can after receiving negative feedback.
If the problems critics are complaining about are real, acknowledge your mistakes and thank them for bringing the issue to your attention, so you can take steps to right the wrongs. But never apologize and keep on making the mistake. Even if financial, policy, or strategic reasons prevent you from resolving their concerns, be sure to respond with something as simple as “Thank you for bringing this to our attention. We do things this way because….” Acknowledging complaints makes people feel heard, diffusing their anger.
If your critics’ complaints are unfounded, however, and you believe you are right, simply state the facts, so your audience can understand the difference between your position and your critics’. Then let the facts and your actions speak for themselves and move on. An overly strong defense can make you look guilty, hurting your case.
Is how you handle critics off-line different that how you would handle them online? Do you do something differently than what I suggested? Add to the knowledge by adding a comment.
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Am I missing something? If you don’t create a Facebook page, you won’t have anybody posting negative things on it. What do you mean the conversation is going on without you?
I don’t think the fear of negative conversation is a good reason to stay off social media. Negative conversation will take place with or without you. Of course, answering complaints does give some additional exposure to them. But here’s the deal. Only people who are really mad will complain about your company on social media. If fact, in almost every case, people do so because you already failed to satisfy them in one or more traditional customer service channels. In other words, their complaining is a warning that your company has service and/or customer service problems. Social media doesn’t create that negativity, it puts a magnifying glass to it. But you can harness social media to turn things around. Upset customers will be much less upset (or even happy) if you respond and/or make necessary changes.