Q&A Monday: Responding to negative comments on Facebook

May 17, 2010 by Stephanie

Spencer Holtaway: Facebook Website Screenshot

img credit: Spencer Holtaway

Q: My brand is attracting some negative comments on our Facebook page. What should we do?
NS, Chicago

A: While it may be tempting to remove or delete the negative comments on Facebook – don’t! The best way to build brand loyalty is through honest and transparent communication with your brand fans, whether they’re being positive or negative. After all, if they’re on your Wall they’ve committed to Liking (or being a Fan of) your brand, so they must have some reason for wanting to engage.

Above all, respond promptly to negativity. An unanswered issue may prompt “me too” responses and fuel the fire. So stay on top of your comments and be sure to address them as quickly as possible, particularly the negative ones. (Note that this may mean some evening and weekend comment moderation….)

Once you’re ready to respond, try to determine the root of the issue. Is it a valid customer service problem, a product issue or an erroneous assumption?

If it’s customer service, cheerily handle the problem, providing a contact to customer service if necessary, trying to move the discussion off of Facebook if possible.
If it’s an issue with a product, acknowledge the issue, stay positive, and thank the poster for the suggestion.
If it’s an erroneous assumption, keep in mind that brands often get attacked for misinformation or outdated information. Simply and cheerfully update the poster with the correct information, referring them to your website or a news article if necessary to confirm the correct information.

In all of the above cases, politeness and thanks go a long way, and don’t be on the offensive – try to stay calm and helpful. Provide as much personal contact as you can; if possible, give a company email address for follow-up. In the extreme case, if your poster is full of vitriol against your brand, don’t stoop to their level. Just don’t engage. If they continue to bait you, remove the comment.

It may also be helpful to prepare a set of standard responses for the most-asked questions and potential issues. Preparing these responses in advance, and possibly soliciting edits and advice from your colleagues about them, will allow you to feel confident about responding in the heat of the moment, rather than dashing off a response when you’re worried about a further backlash.

What’s your plan for dealing with negative comments? Please share your thoughts and ideas in the comments.

Have a social media question you’d like answered? Leave a comment here with “Q&A Monday” at the start of the comment and I’ll answer in a future Monday post.

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