This week Seven News was compelled to apologise for deleting a grieving mum’s angry comment from their Facebook page following outrage from the Facebook community.
Mumbrella reports that Linda Goldspink-Lord posted a comment on the Seven News Facebook page accusing the network of being insensitive following the death of her daughter.
Mrs Goldspink-Lord’s comment received over 32,000 likes and 2,000 comments before it was deleted. Following public outrage a Seven News spokesperson said the comment was deleted “in error” and they would reinstate the original comment.
This issue emphasises how a negative comment on social media can turn into a major crisis for a business if it’s not handled correctly.
Here are some tips on what you can do to handle a negative comment so it doesn’t turn into a crisis situation.
- As with any negative customer feedback whether it’s in person or online, it’s best to approach it with empathy and politeness, the last thing you want to do is aggravate the situation.
- Always address the issue quickly to prevent it escalating into a crisis.
- Consider what the person’s goal was for posting the negative comment. Often they are just after an apology. This is your opportunity to display exceptional customer service and turn a dissatisfied customer into a potential brand advocate.
- Research the person’s profile who wrote the negative comment to understand their personality. This will help you to communicate better with them and help to meet their needs.
- Respond to the negative comment by posting a polite public reply in the thread the negative comment appeared in. This reply could be an apology or an explanation of your side of the story. Also ensure you offer a clear process to resolve the issue to demonstrate that customer satisfaction is important to your business.
- Deal with the issue on a more personal level. Send the person a direct message, or ask them for their phone number. This will allow you to resolve the issue in private without the input of other parties. It’s also a good opportunity to build a good relationship with the person by providing them with an apology, offering them a discount or showing them the process you have put into place to ensure it will never happen again.
- There is a difference between negative comments and discriminatory comments. If a person continues to post inappropriate comments you are entitled to block them.
- Never delete a negative comment on social media without first addressing the issue and trying to solve it.
- Never ignore comments or customers on social media it will only aggravate the situation further.
Social media is another platform for businesses to communicate with their customers. It’s a great opportunity to deliver exceptional customer service in a public space and build brand advocates. A good example of this is Telstra who respond quickly to customer comments on Twitter.
If Seven News had responded to Mrs Goldspink-Lord’s comment politely and with respect the issue would may not have escalated.
Read the full article here.
Download our FREE Guide to Social Media Success and learn how to get ahead of your competitors and build your business using social media.
Sydney Social Media and Public Relations Agency, CP Communications blends cutting edge offline and online PR and social media to help you gain a competitive advantage. Contact us today. For more great tips visit our website www.cpcommunications.com.au.