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How to respond to negative reviews about a company on social media?

Katarzyna Chomąt
12/12/2023 | 4 min read
How to respond to negative reviews about a company on social media?

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    Social media (as the name suggests) are focused on building a community, not just informing about the company's offer. Fortunately, more and more brands understand this and try to engage in dialogue with their followers. Of course, a brand's presence on social media exposes it to criticism, which happens to every company. However, it is important to know how to react in such situations and present oneself as a professional and customer-oriented company.

     

    How NOT to respond to negative comments on social media?

     

    The basic mistake you can make is not responding to the comment, because by doing so, you show the dissatisfied customer that you don't really care about their opinion. Therefore, respond to all reviews, especially the negative ones. However, a wrong response can only add fuel to the fire. What does an inappropriate response include? Obviously, profanity, lies, and avoiding responsibility. It is also a bad idea to blame the customer, engage in verbal arguments with them, or use sarcasm. Such behavior can truly leave a mark on the brand's reputation and cause a reputation crisis. However, it is important not to delay the response for too long, and a very quick but thoughtful reaction is even recommended. It is also not a good idea to write the same comments in response to every negative review on the company's profile.

     

     

    Why it is not worth deleting negative reviews?

     

    Deleting bad reviews is probably the worst thing your company can do. After all, before you delete such a comment, many people may have already read it, especially if your brand has a large reach and number of followers. You need to know that a negative review on your social media profile makes users wait for your response. After all, they could have also found themselves in a situation described in the review they read. When you delete a comment, you may be flooded with criticism, not only from the dissatisfied customer. Other people who may suddenly remember that they also had a problem with your company but didn't speak up about it can react as well. Additionally, such action on your part can cause customers who were previously satisfied with your products or services to simply give up on them. And that's not the goal of marketing conducted on social media.

     

    How to respond to negative reviews?

     

    First of all, apologize, even if the fault is not entirely on your side. Show the customer that their opinion matters to you, that you want to clarify the situation, and leave your contact details for this purpose. Try to move the conversation to a phone call or email and offer a solution to the problem there. Brands often decide to offer some form of compensation, for example, by giving a dissatisfied customer a discount on their next purchase. It is important to present such a solution in a private conversation, because when other people see what your company has offered, they may intentionally publish negative comments online to benefit from it. It is also a good idea to prepare scenarios for negative comments. Of course, this does not mean copying it every time. Simply, thanks to the strategy, you or your employees know what to do, and it is enough to address the accusation in the review.

     

    Negative comments can also show you that there are problems in your company, for example, in the area of customer service. Therefore, do not get offended by the customer, especially when you know they are right. Also, remember to remain calm every time. This way, you can turn a negative opinion into something positive. You will show users that you are not afraid of confrontation and even count on dialogue, because you care about the continuous development of the company and adapting to the needs of customers. Moreover, your response and potential compensation can contribute to changing the opinion about the company and building a lasting relationship with the customer.

     

    Summary

     

    Positive customer reviews affect trust in the brand. Even one negative comment can seriously damage the brand's image. Unfortunately, sooner or later, negative opinions about every company appear on the Internet, because no one can satisfy all consumers. However, it is important to react quickly and show that the company cares about clarifying the situation. This is very important for the brand's image and building trust, which of course translates into profits.

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