Creating a social media policy can help marketers effectively handle consumer grievances

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 15, 2020, 12:46 PM UTC

Addressing negative comments through private channels can help brands control reputational damage on social media.

This piece suggests that marketers should create external and internal social media policies to manage consumer complaints efficiently. Internal policies should include clear guidelines on brand voice, posting frequency and brand representation for employees.

External policies should mention the type of content that brands would not tolerate on their comments section. It can help brands avoid content from consumers that support illegal activities, or post defamatory and abusive comments.

The author suggests marketers should assess the intent of the comment and sift genuine feedback from troll messages before reacting to it. Businesses should redirect negative conversations to private channels like direct messages (DM) to limit brand damage on social media.

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