The opinions expressed by employees are personal.
The en Español team shares its best tips for business owners on how to respond to tweets and comments from customers on social networks . How much should we respond? How to respond to negative comments? Here your answers:
Respond as a brand
It is important to respond to comments, both negative and positive. But it is also essential to do it as part of who you are as a brand, with a consistent and regular voice. I would not do it so frequently, but not so infrequently. The key is to maintain regularity and be constant.
Do not respond to all tweets and comments
A good guide is to answer the person who asks questions or a strong statement, which highlighted a mistake you made or has a suggestion. The timing is basic and most of the people who commented on your social networks expect you to respond in less than 24 hours; if you take longer than that you could demotivate future interactions. Another recommendation is that if a comment bothered you, do not deliver an angry response. Let it go or take some time to respond calmly with facts, your point of view and an apology if necessary.
Answer questions and support requests
It is not always necessary to respond to negative comments, but depending on the situation, it may be strategic to respond in such a way that demonstrates that you (or the brand) care about your clients' problems and concerns. Positive comments should be retweeted or answered whenever possible, as this motivates more positive feedbacks. Responding is a fundamental part of interacting with your audience, as well as humanizing your brand, improving loyalty to it and creating ambassadors for your products.
Answer when it makes sense to do so
If someone is praising you and you want to respond, do it! If someone needs support, why not give it to them? This only improves your reputation . But if someone (who is not your client) is criticizing or attacking you publicly, it makes no sense to interact with them if they are only looking to bother you. If you are a customer expressing your frustration, answer him and try to bring the discussion to the e-mail.
Have a well structured plan
Here is a great example of how a brand turned an angry customer (me) who complained about them on Twitter into a brand evangelist .
My company uses GoToMeeting for online video conferences. One day I had a presentation and we failed to connect the meeting to work. I sent a complaint tweet and in less than five minutes, someone from GoToMeeting responded with a “What happened? How can we help you? ”I replied, they gave me a link to a FAQ site that was attacking the problem (we had to change one of our settings) and I had the opportunity to fix the problem before the meeting started.
The brand became a hero for me. In a period of 10 minutes they managed to become a lawyer for the brand, but the reality is that this type of response has a great background planning. There was someone monitoring Twitter with a list of solutions waiting to solve the problem. That took a lot of planning and resources, but it was worth it. I have told the story about 10 times, and the return on investment of that planning has been quantifiable. Have you become a hero for your clients?
After all, social networks are a conversation. Businesses must have a social media policy so that everyone in the company at least knows which direction to follow. I don't think there should be something like a 'rule' about how often you should respond to tweets and comments. Responding to and sharing positive comments is a good practice, as well as addressing issues related to customer service. And don't hide the negative comments; Face them as individual cases.
Answer as often as you can
A few years ago I heard an analogy that social networks are like the new phone. If someone calls your office, you answer. My advice: Do the same in social media. Try to answer everything; You never know where your next client, partner or friend will come from.
Keep in mind that a percentage of your audience will complain
This is because there are many people who only feel good when they complain. You do not need to respond much to this group, since it is not very productive. You solve their first problem, and then they arrive with three more. You should know that these types of people are a small portion of your audience, which is critical in defining how to spend your time and energy. It is also valid to put a 'here' and say “Enough. You have complained for X days and we have offered you a dozen reasonable solutions. Let us know if any worked for you. ”
Respond based on the feedback you receive
People will be surprised that you are listening and following up. For example, I set aside five minutes in the morning and five in the afternoon to check the feedback on my social networks, but in reality there is no 'best practice'. The real rule is that your answers must be timely, valuable, friendly and authentic. After all, constructive comments – whether positive or negative – should always be answered unless they are spam or offensive. Negative comments are difficult for many business owners but it is important to respond to apologize or direct the customer in the right direction and respond by other means. Always keep a friendly tone and remember that your response can help turn this negative opinion into a positive one.
Do not feel obligated to answer things that do not require an answer
I always see businesses and people answering things like “Thank you” in public when it is not clear what they are responding to. This only adds garbage and is a waste of time and broadband on social networks. If you really want to thank someone for a RT or share, do it privately.
Don't forget the follow up
The initial response to a complaint needs to focus on “we are fixing it.” An angry customer will not mind that you are “applying procedures so that it does not happen again.” They simply want you to find their bags, change their flight schedule or clean their clothes. Respond that you are fixing a specific problem and follow-up give them a discount for the next visit or purchase, and then let them know that you are trying not to happen again. But remember: Never confuse “react on social networks” with “offer excellent customer service .” The more excellent your service, the less you will have to react on social networks.