Social Media Guide to Negative Online Interactions

by Patricia Bleck

People ask me, “Do people really say that!?” and my answer is “Yes, all the time!” A Social Media Manager’s day (and night) is full of negative online interactions. Whether the person on social media is angry or frustrated or maybe a combination of the two, negative online interactions are a given. I’ve been there and have felt the pain. So what can social media managers do to deal with it and maybe even turn things around? Start by implementing an effective strategy for managing negative social media interactions.

Handling Negative Online Interactions like a Pro

If you’re reading this, you’re probably a social media pro or brand manager. You know that social media is a great channel for customer service, brand awareness, and customer relationships. You’ve likely noticed it’s becoming the default customer service channel and alternative to phone customer support. This is especially the case after regular business hours. In addition, social media content and interactions go a long way to build awareness of your company or brand. Further, social media engagement helps companies to cultivate online relationships with their valued audience. All Good!

However, social media is also an open door to criticism, complaints, and just plain nastiness.

As you know, people may turn to social media to vent. Help your company and take the sting out of the harsh words by implementing an effective strategy for managing negative social media interactions. Pair that with a quick response time and hands-on problem solving and you have a recipe for success. Let’s dive into some helpful tips for successfully dealing with negative online interactions.

8 Tips for Handling Negative Online Interactions on Social Media

 

1. Stay Calm

Don’t get angry or fearful. It will come through in your conversation and will just fuel the fire. Remain calm and pleasant for improved engagement and results. Be professional in your conversation but be genuine. I try to put myself in the other person’s place. How will they perceive my words? Frequently I edit my response prior to hitting “send”.

2. Assume the Best & Ask for Clarification

Maybe they’re just frustrated with their situation or the customer is confused. Perhaps they’ve even got the wrong company – it’s happened to me. Assume the best of the other person and ask for clarification. The problem may be just one question from “resolved”.

3. Be Positive & Helpful in Replying

It’s hard. When someone is yelling at you or acting in a threatening way, it’s hard to stay positive. It’s even harder to want to help that person. But that’s what you need to do to be effective in representing your company. Be positive and helpful when replying to people on social media and the likelihood of success will improve. Positive, helpful interactions often surprise negative people and diffuse their anger. I use the person’s name whenever possible to show that I recognize them as a person. When their real name is not clear (they use an alias or non-English characters), I start the conversation with “Hi there” or “Hello” to suggest openness and a genuine desire to engage.

4. Move the Conversation Off-Line

Negative comments hurt. No company wants others to see the online remarks of a dissatisfied customer or client on social media. As a company representative, you want to put your best foot forward. Move the conversation off-line by suggesting that you will continue the conversation on private messaging. You can be more helpful and genuine in your interactions when you converse one-to-one with a negative customer. The customer often calms down and sees you as a person who is really just trying to help them. And the private messaging environment feels quieter and more personal for all. In my experience, this small change can make a significant difference.

Conversations can take place over many days as the problem is being resolved. You can share helpful photos, diagrams, links, email addresses, and phone numbers – all in a private environment. Take advantage of private messaging and you’ll achieve far better results, without exposing your company to potential damage.

5. Follow Your Company’s Response Protocol and Escalate the Issue if Needed

Okay, so you’re not always the expert. Some questions are just not that simple and, no matter how well you know your company’s products or services, you may not be prepared for every question. Follow your company protocol for responding and escalate the issue. Call in company experts to assist with general, technical, or legal questions. Often these valuable resources can quickly come to your aid and cut through the fog and confusion. Rely on company experts to get the right answers, right now.

6. Remain Available & Active

No one wants to be dropped when they’re in the middle of a conversation. This is especially the case when people are having a problem. Your company cares about the person on the other side of the conversation and you want to resolve their issue. Stay active! Don’t walk away from them in the heat of the moment or they will become even angrier. Remain available to them and active in responding. I cannot emphasize this enough – social media is social – engagement is the key to a positive resolution and improved relationship.

7. Follow Up

What happens when someone doesn’t follow up? People on social media may feel your company is incompetent or maybe worse, uncaring. It may take a bit of extra effort on your part, but don’t omit this important step – follow up after the conversation is over.

Ask if their issue has been resolved, especially if you handed them off to an off-site expert. Customers may be surprised and delighted that you remember them and that you cared enough to reach out again. And the follow-up certainly reflects well on you and your company.

8. Ask the Customer to Remove Their Negative Post

You’ve been helpful and resolved the customer’s problem. Congratulations! Do yourself and your company a big favor – ask the person to take their negative post down. This may seem like some Pollyanna-like idea, but believe me, it works. Satisfied customers are usually more than willing to remove their negative remarks. They may even post something really positive about the way your company handled their problem. Even better, they may be SO delighted that they become a brand advocate and post a positive comment. This is the ultimate compliment! 👌

Social Media Manager, Take Care of You!

What if you’ve done all this and you’re still coming up empty? I hate to give in, but some people just don’t want to be helped. They just want to rant and assume the worst about your company or brand. Unfortunately, some people just have an axe to grind and a desire to hurt your company. They may post the same negative comments on multiple social profiles. In this case, blocking the person, hiding their posts from your audience, or going silent may be your only choice.

Responding to negative online interactions can be challenging for social media managers.

Take heart! If you know you’ve done all you can to help customers on social media, congratulate yourself for hanging with them and doing your best. Remember to also take care of yourself by taking breaks, on your own or with others. Get outside if possible or just get away from your work station. With a bit of a break, you be able to come back online refreshed and ready to assist. At the end of the day, make time after work for well-deserved rest and recreation – after all, you’ll be back at it again tomorrow.