November 15, 2015
/ by Maria Materise
Your audience is talking about your brand on social right now. But if you don’t respond to them properly, you could miss out on huge opportunities for your brand. So what can you do to keep social interactions positive?
Social media presents a huge opportunity for brands to communicate with fans, critics and potential customers. But it’s important to know how to handle each situation properly. If you don’t, you could end up with a full-fledged crisis on your hands.
A new infographic by Ohio University illustrates how businesses should communicate with their audience on social, including tips on how to address complaints, questions and bad reviews — and advice on what not to say.
When a customer complains about your brand on social media, your first instinct is probably to ignore it. Why call attention to someone’s negative feedback? But neglecting a complaint is actually just the opposite of what you should do.
In Cision’s new “LiSTEN: 5 Social Audiences Brands Can’t Afford to Ignore” e-book, Jay Baer writes, “Online feedback from your customers is also an enormous opportunity to make your business better. After all, very few people complain without a reason to do so.”
You shouldn’t dread haters – you should thank them! Critics take time to point out areas of your business that need improvement, something most people don’t do. In fact, according to Jay, only 5 percent of unhappy customers take the time to complain. So instead of sweeping issues under the table, use them to change your business for the better.
Answering questions on social may seem like a simple task, but it can be a little tricky. The way you answer can mean the difference between acquiring or losing out on a new customer.
Neal Schaffer writes in Cision’s “Listen” e-book, “We are getting more and more comfortable sharing more and more information about our business problems as well as what products or services we are considering purchasing.”
You need to do more than just respond to a prospect’s question; you need to solve their problem. Instead of providing a link or directing them somewhere else, answer the question directly and provide a solution. How can your product or service help them? Show them the real results they’ll get with your help to turn leads into sales.
Image: Didriks (Creative Commons)
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