Last week, we published a blog post outlining details of the five top social media sites for payroll software and service bureaus and other B2B marketers. But a social media presence can be something of a double-edged sword. After all, while 71 percent of consumers who have positive experiences with a brand on social media are likely to recommend, those who have negatives experience prove even more vocal.
“You can have all the likes you want, but at the end of the day, if a few people write bad things about you, they are going to have a disproportionate impact,” Ashwani Monga, chairman of the marketing department at Rutgers Business School, told reporters recently. “Increasing positive vibes is great, but you get a bigger bang for your buck if you reduce the negative ones.”
To that end, Apex HCM offers these5 tips for minimizing the effects of negative posts and comments on your business’s social media pages:
- Expect and embrace it: While you may be tempted to simply delete all negative comments or even shut down your social media presence altogether, in most cases, neither is the right choice. That’s because the highly interactive nature of social media affords businesses a unique opportunity to respond with immediacy and quickly defuse the situation. Otherwise, a dissatisfied client may resort to additional tactics, such as complaining to a newspaper or television station, creating a blog or posting on a site such as RipOffReport.com.
- Establish a comment policy: Let your social media visitors know upfront your rules for engaging on your pages. Recommended terms include reserving the right to delete any post or comment that contains spam, advertising, solicitations or links to other sides; are clearly off-topic or disruptive; or include vulgar language.
- Act fast: Research shows that 78% of people who complain about a brand on Twitter expect a response from the brand within one hour. Expectations are similar for posts on other social media sites. Wait longer and you risk increasing the viewing of the complaint. Respond quickly and you’ll send the message that you sincerely care about your customers and are open to hearing and addressing their concerns.
- Take it offline: Often complaints, valid or otherwise, cannot be effectively or appropriately addressed online. In such cases, be sure to respond directly to the complainant’s post or comment, acknowledging their concern and either advising that you’ll message them directly or providing a way for them to contact you. Another option that some social media platforms, such as Facebook, offer is the ability to hide a post or comment from others. This allows you to continue engaging with an unhappy customer online with a degree of privacy.
- Be proactive: Whether addressing a complaint, answering a question or simply responding to a casual comment, it’s highly beneficial to remain actively engaged with visitors to your social media site. Remember that customers report spending 20%-40% percent more money on brands that have interacted with them on social media.
To further boost your payroll software and service firm’s competitiveness, consider partnering with Apex HCM. We offer a full range of customizable payroll software and cloud solutions developed specifically for payroll, human resources and time and attendance functions. Call 877-750-2739 or request a demo online, HERE.