You’ve probably seen comments about your organization on social media and have considered responding. But how to jump into the fray—particularly when your agency is drawing negative attention? Here are seven tips to help you navigate criticism on social media in a way that reflects favorably on your organization:
1. Pay attention
Simply put, you can’t deal with comments you don’t know about. Set up Google Alerts for your organization and industry keywords. Keep a close eye on your Facebook page. Monitor Twitter. Make a list of any forums or communities where stakeholders congregate and regularly check in on them. Whether you’re paying attention or not, the conversations are happening. Staying on top of what’s being said makes it easier for you to catch negative buzz and spot issues before they build momentum and become much harder to turn around.
2. Determine if a response is necessary
Not all negative comments are worth a response, and not all critics are worth trying to win over. Sometimes, as hard as it can be, it’s best just to move on.
The following are examples of when it may be best not to respond:
The criticism is on a really small blog or forum, and your response will only bring attention and credibility to an issue nobody saw in the first place.
It’s a blatant attack that’s clearly rude and outrageous—and anyone who reads it can see the critic has a personal problem.
The comments come from a known troll who is only looking to pick a fight.
There’s just no way to win in these scenarios. So stay out, move on, keep your head up and focus on the wrongs you can right.
3. Respond appropriately
Reading a negative comment about your agency, caregivers, vehicles or service can make you want to justify actions and claim that the commenter is just plain wrong, misinformed or simply off the mark. While these are natural reactions, they won’t help the service or its social media presence. Pay attention to what’s been said, then respond in a balanced, appropriate and professional way.
4. Be brief
You don’t want to reveal too much in your response to a negative comment. Social media is a public space, and airing dirty laundry isn’t going to help the organization and could subsequently be used in court. Try a simple “We’re sorry we didn’t meet your expectations. Please call my office if you’d like to talk about the specifics of your situation.” Keeping it brief will help avoid problems down the line, and can encourage the individual to contact you directly to resolve the problem.
5. Use the feedback
Rather than just being peeved about comments, try to see them as valuable. Keep a record of comments as you respond to them, and make a note of any suggestions, tips, questions or issues people mention. The commenter may be providing some valuable information that you’d normally have to dig to find. Remember that perception is reality—if you feel the comments are unjustified or based on falsehoods, it could be that you and your agency need to do a better job explaining the truth.
6. Remember everyone is reading your responses
Probably the most important reason to respond to comments is that everyone else is reading them. Although many people won’t comment themselves, they’ll read the comments of others, and they’ll pay close attention to how your agency responds.
Responding to negative comments is a chance to demonstrate how caring, thoughtful and engaged your organization is, and how it solves potential problems. If you show that your agency listens to and responds to feedback in an appropriate manner, you’re creating a sense of trust that will go far beyond the particular commenter you’re dealing with at any given moment.
7. Don’t take it personally
That’s easier said than done. If you find yourself taking comments personally, then consider hiring a social media manager to stay on top of interacting with the public. Making sure there is someone consistently handling all the negative comments will help keep your agency’s image intact.
No one likes to be flamed on-line. When it happens, it’s best to take a deep breath and consider these seven strategies to increase your success.
About the Author
Jay Fitch, PhD is the founder and president of emergency services consulting firm Fitch & Associates. Find them on-line at www.Fitchassoc.com. Dr. Fitch also serves as the program chair for the Pinnacle Leadership Forum. Contact Jay directly at jfitch@emprize.net.
