Aftermarket marketing during Coronavirus pandemic – part 3. Handling negativity on social media

In the past few weeks we’ve talked about over communication and the importance of social media as a platform to promote your business more during the coronavirus pandemic.

Many of you are moving onto social media for the first time and promoting the steps you are taking as a business to comply with the new rules, which is excellent.

Amongst all the very good that social media can bring, there is also the potential to receive a bad review, bad feedback or just encounter an aggressive contributor.

With social media and online use increasing, so too is online negativity and a new phenomenon called “social distancing shaming”. This is where businesses and individuals that are failing to comply with the rules are shamed for it online.

I personally think that everyone is trying so hard to comply quickly with new rules that by our very nature there will be mistakes. It’s the trying that I admire the most and companies are going above and beyond.

Businesses don’t get credit for the good, they get hammered for the bad. It’s just the way it is. Remember people expect you to be honest, not perfect. This is a new norm for all of us and it will take some getting used to.

Below are some tips to deal with negative reviews.

1.   Listen to the tone

Is there a wider problem? Will additional activities have to be undertaken for you to meet this problem? Your business might just improve as a result.

2.   Respond as quickly as possible and positively

You must respond to negative reviews as quickly as possible. And, do it calmly. It’s essential you demonstrate your determination to make things right.

3.   Show empathy

Don’t fight the comment as that’s feeding it. The person who wrote it is clearly annoyed about something so put yourself on their side of the problem.

4.   Take it offline

A common solution, but don’t do it too early. Offer the facility for them to speak to someone over the phone or through more private means like messenger.

5.   Know what’s genuine

Unfortunately, there are times when there is nothing you can do to solve a problem or successfully handle a customer complaint. If the customer is aggressive or uses foul language, that’s unacceptable and you may have to report the comments or block / hide it.

Remember! Your extensive, empathetic responses to negative reviews will be amplified a lot more than the original complaint, that it will significantly benefit your business.

Interested in finding out more? Impression will be delivering automotive industry-specific crisis communication tips via its social media channels and is holding crisis management surgeries every day, including weekends.

Simply post a question on any of the feeds below or contact Mark Field on Tel: 07825 410 998 or email mark@impressioncommunications.co.uk

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