Social networks in the digital environment have become a space for competition between people and brands.
The Woman Post | Keyla Alvarado
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The human impulse in the digital environment is disproportionate, brands face users who do not believe in advertising, the company, or the product and who rely only on recommendations. People are paying attention to content created by real or fictitious people, according to Lina Echeverri's digital blog.
In this sense, the problem is the use we make of messages to attract the attention of all types of audiences, with messages that damage the reputation of a person or company and that without evidence blind the user and motivate negative expressions.
In short, freedom of expression has been confused by excessive participation through destructive messages towards a brand. Of course, brands here are not saved when they have sloppy customer service.
Types of comments on social networks
The types of comments on social networks that may exist, according to Lina Echeverri's digital blog, are:
Any feedback that is favorable, for example: "Excellent service," is always good to receive positive feedback, so these opportunities should be used to strengthen the relationship with the audience.
A comment that is neither good nor bad, such as "I know the customer service center," is an excellent excuse to strike up a conversation with a customer.
A genuine negative comment, for example: "The seller took forever to serve me," these genuine complaints generally account for 99% of negative comments, so it is very important to have a clear process on how to respond.
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This is a negative comment from a "troll" (a deliberate provocateur), for example: "The service sucks, I don't understand how there are still people who buy this brand," the reality is that on the internet there are trolls that demand attention. In that sense, it is better to ignore them this should be a golden rule not to feed the trolls.
This is an offensive, malicious, or spam comment, for example, "The person who took care of me is a loser, useless and mentally retarded," you can block this user if necessary.
These are comments that have legal or criminal ramifications, for example, "I'm going to burn down the manager's office," hopefully, you will never need to use an answer for such comments, but having a plan to deal with that is the most important part.
Strategies for addressing comments on social media
According to the Tecno-Solutions Web Portal, the first thing to do when noticing a negative comment on social networks is to be full of patience so as not to react aggressively. It is important to keep in mind that these comments are public, everyone will find out what is happening, even these situations are usually followed with more morbidity.
In this sense, it is not advisable to remove negative comments from social networks. This can make the person who dumped you angrier and it will seem like you are right in what you are saying. Some of the strategies suggested by Yezmin Thomas, on the So Live Best web portal are the following:
1. Don't be a source of negative comments on the Internet.
2. Take control of the situation.
3. Treat others on social media the way you want them to treat you.
5 keys to strengthen social networks
According to Igor Aira of the BannisterGlobal Blog, there are 5 keys to help navigate the complicated world of social networks, these are:
1. Always act: One of the main tendencies to negative comments on social networks is not responding, ignoring them as if they were going to disappear by themselves. This position is as big a mistake as deleting them with the intention that they are not seen by other users.
2. Education: It is not just how you respond that matters, it is how you respond. As annoying as a comment is, you can never get lost. The objective of social networks is to establish a fluid dialogue with different audiences, learning from them and improving with their comments.
3. Recognize mistakes: It is not always easy to sing the mea culpa, but sometimes it is necessary to recover the damage caused and the good name of the company.
4. Red lines: Limits must be placed on the exchange, defining what type of words and attitudes will be tolerated and which ones will not, as well as the terms in which the response will be articulated.
5. Be grateful: Negative feedback can be more helpful than positive feedback when it comes to spotting business weaknesses so you can improve.