Earlier this month eMarketer posted a great article, Are You Still Missing a Strategy for Negative Social Posts? where they shared that most marketers respond within a day to negative posts. A staggering 88% of employees will use social media for marketing in 2014 however many still have trouble identifying ROI, but also responding to the negative buzz from the posts. At my current company we’ve had several instances where negative buzz has surfaced online, and we’ve had to quickly escalate to the proper internal resources to mitigate the situation. In responding quickly, we’ve turned online “ranters” to evangelists within a matter of days by promptly and effectively listening and responding to the issue at hand.
So what about the rest of you, are you responding online to negative posts? the Social Media Marketing University (SMMU) found that fewer than half of US marketing professionals had an effective plan for dealing with negative posts. The slide below shows the breakdown of where the marketing professionals align when asked in February 2014.
On top of having a strategy it’s impressive that 52% of marketers respond to a customer complaint on social media within 24 hours, and 18% respond within 1 hour. Click to Tweet this stat. A staggering 1 in 5 respondents said they rarely or never respond to negative social buzz altogether.
Do you have a strategy for responding to negative social media promotions online? If you don’t have a plan in place, I suggest you brainstorm and discuss one immediately. Connecting and engaging with clients and fans is a great way to deepen trust and loyalty while showing the human side of your brand. No one’s perfect, and mistakes happen and often customers can get upset and complain. With the growth and ease of social media networks customers now expect to log, share, and get resolutions through social media.
I’m curious to know how your brand deals with negative comments, and if you’ve got a strategy in place. Please comment below, log your vote in the poll, or tweet me @MarissaPick.