Responding to negative comments helps brands establish good customer service

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 24, 2019, 7:02 AM UTC

More than 40% of people think that brand conversations are more persuasive than advertisements.

This article states that social media “haters” can hamper a brand’s chances of acquiring customers while destroying their goodwill. The author recommends brands should always reply to undesirable comments instead of ignoring or deleting them.

By engaging in “social listening”, brands can identify negative comments made on their Instagram account and respond accordingly. Responding to negative comments not only makes the commenter feel heard but also reflects “excellent customer service”.

The author opines brands should never approach angry users “empty-handed”. Instead, they should offer an apology and provide a solution by linking them to their website or giving a phone number to submit feedback. When being challenged on social media with snarky remarks, brands could “show off” their personality with witty responses to gain customer respect.

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[6 minute read]