One of the most common fears among our clients who have not bought into the wonderful world of marketing through social media is what to do about negative feedback online. It’s a natural concern, and it will undoubtedly happen, because let’s face it, you can’t always make every customer happy. But on the flip side, your loyal customers will also brag about your business.
Whether you encourage online activity or not, people are talking about your business. The question is, do you know what’s being said on social media sites?
Even more importantly, are you replying to them? Whether your customers or potential customers are talking you up or complaining about your customer service, you need to be proactively monitoring it–and it’s not as difficult as you might think.
On Facebook, you can perform an advanced search once a day for most small to medium sized businesses and catch most or all of the comments that were posted about your business. Just type in your business’ name in the search bar, but instead of clicking on one of the results, go to the very bottom of the pop-up bar and click on “see more results for _________.” Then on the left hand bar of the next page, click on “public posts” and you’ll see all of the posts on Facebook that mentioned your business. Then you can (and should) reply to as many as possible.
If it’s a positive comment, thank them and consider offering them some sort of promotion on their next visit. If it’s a negative comment, provide them with your contact information and offer to make the situation better. It’s a great way to earn long-term customers.
On Twitter, it’s even easier.
You can use an application like HootSuite and setup a keyword search with up to three keywords in a stream and have it notify you when someone mentions your business on Twitter. It’s a piece of cake once you get the HootSuite account setup. You can also use the platform to schedule posts on Facebook, Twitter, LinkedIn, etc. And it works from your desktop or your phone. It will quickly become one of your best friends!
There are even systems out there that will allow you to setup automatic responses to Twitter followers when they mention your business. These can be useful, but you must be careful with your automatic responses.
TWITTER FOLLOWER: I can’t believe that terrible service I received from (insert business here) today. I’m never going back! #awfulcustomerservice
YOUR AUTORESPONSE: Thanks so much for your business with (insert business here). We look forward to seeing you again soon!
An already angry customer will know that you’ve sent them an auto response, and it won’t go over well.
The bottom line…there are various ways to monitor what people are saying about your business, and you need to be using the ones that work best for you. You don’t have to spend hours every day on it, but you should have someone monitoring the web, and have a communications strategy to reach out to as many as possible.
Need help setting up your social media monitoring as part of your comprehensive marketing plan? Contact 6 Shooter Marketing today to setup a free consultation!