Marketing Planning

How to be prepared for social moaners

Have you ever posted a complaint on a company’s Facebook page or perhaps on Twitter? One out of every four of you reading this post have. With numbers like that, if you are active on social media, you need to be prepared to deal with social moaners.

According to a report published by the Institute of Customer Service, a quarter of social media users in the UK have made a complaint over a social platform in the past three months. This is an alarming increase from January 2014 where 3% of consumers said they used social to complain.

So why is this happening?

There’s something about using your voice on social media that makes you feel invincible – feeling the power of other people hearing your comment. How can the company not fix your problem? You’ve aired it socially so they have to don’t they?

The fact remains, if there is something to moan about, people will moan. No one is perfect. Someone, somewhere will find fault with your products or services. So when it happens, be prepared and turn it into an opportunity to show your company at its best, dealing with a difficult situation (or person).

Here’s 5 best practices for how to deal with complaints on social media:

1. Ensure you have a process for dealing with complaints

Make sure that the person responsible for managing your social media activity knows that there is a right way and a wrong way to deal with complaints. There will be times when they will simply have the urge to comment in anger, especially if they’ve been insulted. Stop them before they do, by preparing them in advance.

Screenshot 2015-06-30 23.16.26An amazing example this week can bee seen on the Thomson Holidays Facebook page.

Thomson have been amazing dealing with the devastating events in Tunisia. 22 of the British people killed were Thomson customers.

Unbelievably, there are people unaffected by the tragedy that are moaning at Thomson for various reasons.

Have a read through the posts and see how they are handling an incredibly difficult situation. Their efforts are admirable.


2. Train your Social Media manager in Customer Service

Yes it’s importantant to communicate clearly, convey knowledge and write extremely well. But it’s equally important to know how to deliver customer service. Larger companies will have their customer service teams man their social feeds, ready to deal with customer queries and complaints. If your customer service team isn’t tackling this yet, consider how they can get involved. At the very least, train your social media manager alongside your customer services team and deliver the same customer experience across all channels.

3. Don’t delay

Be quick and confident with your response. Show everyone your professionalism and ability to deal with difficult situations quickly. Everyone expects people will make mistakes. Stand apart from the crowd by demonstrating what you do with complaints. People will be more interested in your response they they are in the complaint itself.

4. Be proactive

Listen to what people are saying about your brand. Find the moaners and speak directly with them to deal with the situation, whatever it may be.

5. Treat every moan as an opportunity

Welcome moaners. They are giving you a gift, the opportunity to fix something that may not be working. Better to know that not to know.

By being prepared, you can shine when dealing with complaints on social media. So if you get the urge to stop being social and abandon your social media activity because of moaners – think again. It can be an opportunity to become known for your quick, professional customer service.

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