Dealing with Negativity or Trolling on Your Business's Social Media Platforms: Strategies for Response
When establishing a presence on social media as a business, it's natural to attract some negativity, such as misinformed comments or trolls. However, how a business responds to these situations can significantly impact its reputation. To help navigate these challenging situations, the esteemed members of Our Communications Council share their top strategies:
1. Stand firm in your values
In the face of misinformation or trolling, you might be tempted to engage. But sometimes, the best course of action is to remain silent and stay true to your brand's principles. As Sarah Lero from A.L. Huber puts it, "Everyone will experience negativity as they grow." Instead, focus on your core messaging and objectives.
2. Prioritize your goals
Addressing every piece of criticism or negativity on social media can quickly consume your time and energy. So, it's crucial to prioritize your core messaging and objectives. Nick Karoglou, an expert from ACI Worldwide, suggests, "[D]on't let online negativity be a distraction and a time vacuum."
3. Follow your crisis plan
When negative feedback arises, don't rush to respond. Instead, consult your crisis management plan and handle the situation with professionalism and facts. Scott Morris of Sprout Social advises: "Stay calm and respond professionally with facts and empathy to show your audience that you prioritize integrity and problem-solving over reactionary engagement."
4. Adopt a damage control mindset
Negative feedback towards your brand should be dealt with using a "damage control" mindset. Alexi Lambert Leimbach of Xcellimark suggests engaging with these individuals and exploring solutions to their concerns. But remember, you can't win every battle.
5. Approach criticism with an open mind
Before reacting, take a moment to understand why someone might be criticizing your brand. Joe Ariganello encourages reading comments with an open mind, as it might help you realize potential issues or improve your offerings.
6. Remain professional
When dealing with negative comments or trolls, it's essential to maintain a professional demeanor. Mabel Adeteye from Wema Bank advises responding with courtesy and respect, avoiding emotional responses or heated debates.
7. Show your commitment to help
Responding to criticism with empathy and a willingness to help can de-escalate the situation and show your audience your values in action. Camille Weleschuk of ATB Financial emphasizes that your brand's social media page should reflect the way you conduct business.
8. Use humor (if appropriate)
Humor can be an effective tool for diffusing tension and negativity. Brands like Wendy's have successfully used witty comebacks to engage their audience while maintaining a positive brand image. However, use humor sparingly and consider whether it aligns with your brand's personality and message.
9. Empower your fans
Sometimes, the best response is no response. When it comes to addressing negativity, Layla Kasha of Grocery Outlet recommends letting your community step in and defend your brand. Stick by your product, and your loyal followers will do the same.
10. Anticipate negativity
Proactively use social media sentiment analysis to detect rising negativity before it spirals out of control. Early detection allows you to address issues before they escalate, as seen in the examples of Google's "Dear Sydney" and Apple's iPad Pro "Crush!" ads.
11. Respond with facts
According to JoAnn Yamani of Adeia, the best approach is to pause, assess the situation, and respond with factual, solution-oriented information. Don't engage with every negative comment, but when you do, make it count.
12. Transform their frustration into delight
Most negative comments stem from frustration. By addressing the issue offline and offering solutions, you can transform their anger into delight and maybe even gain a new brand advocate.
13. Adopt a zero-tolerance approach
For severe or ongoing negativity, adopt a firm stance. Marie O'Riordan recommends documenting every incident, consulting legal counsel, and taking decisive action to protect your reputation and prevent future incidents.
Handling negativity on social media requires a calculated response tailored to your brand and audience. By following the strategies outlined by the members of Our Communications Council, you can maintain your brand's reputation, engage with your audience, and manage challenges effectively.
In the event of a significant negative feedback towards your brand, it might be beneficial to consult your creditline for resources to address the issue effectively, as suggested by Mike Johnson from xcellimark. Additionally, it's important to react strategically to online negativity to preserve your brand's reputation, understanding that reacting without prioritizing can sometimes escalate the situation.
