As brands are only too aware, there has been a radical shift in control from brands to consumer since the rise in social media and ubiquitous online accessibility. It’s no longer good enough to have great advertising and marketing; the absolute testament to a brand or product’s worth is the independent PR and support that its consumers give it. Word of mouth is powerful, so much so that a recent study by MarketShare showed positive social voice increased marketing effectiveness by up to 54% and a 10% rise in social voice increased sales by 0.2 – 1.5%.
It’s good times for a brand when positive feedback rolls in. But what about when negative comments arise? How should a brand react? Find out how Rotolight, a company supplying film lights reacted when faced with a negative video review, by Dennis Lennie, an industry expert
We take you through the best way to deal with negative press online
1. Know what people are saying – as American economist, Tom Sowell said, “It takes considerable knowledge just to realise the extent of your own ignorance.” Are people saying negative things about your product at the moment? Have you missed your chance to set the record straight, apologise or offer a counter-argument? Is your lack of reply an indicator to your consumers that you just don’t care? Set up an online monitoring programme so that you’re aware of what’s being said about your brand, positive or negative. Awareness is the first step.
2. Listen – after all, this is free feedback from customers who have bought your product or service and care enough to write about it. Are any of their points valid? Is there anything you can improve on following this feedback? Microsoft are the perfect example of a brand who listened to their consumers – after receiving huge amounts of negative feedback following their announcement that the Xbox One would include features that require users to be ‘always online’, they took the product back to the drawing board. In this way, they managed to curtail the negative press by demonstrating that they listened and acted upon their consumers’ feedback.
3. Identify the type of comment – not all comments are equal and so there’s no ‘one size fits all’ solution. Is it a straight problem that requires attentive customer service to rectify, is it constructive criticism that could prove valuable for the future development of your product or it is a troll causing trouble for the fun of it?
4. Know when to respond – Not all negative feedback requires a response. Is it someone having a bit of a grumble? Let them be. Do they have a valid point? Have they got their facts wrong? In these cases, acknowledge them, if not give a fuller response, but focus your time with your advocates who support and spread positive sentiment about your product. Often showing that you’re a brand that listens and cares about your consumers’ opinions, good and bad, will help gain you respect. If a review is negative and you think you have grounds to disprove their claims, don’t ask for it to be removed but take the opportunity to respond on your own platform in a positive and creative way.
5. Don’t take it personally – receiving negative feedback can be disheartening, especially if you’re a small company. It’s worth remembering that often, negative feedback can lead to a positive evolution of your product. At the same time, remember to give recognition for all the positive reviews.
6. Don’t overreact – going in guns a-blazing may result in starting a fire that would have died out naturally had it been left alone, but on the flip-side, don’t become silent when users are demanding an explanation. If a piece of feedback is getting a lot of attention, deal with it quickly, in a calm and empathetic voice. Customer service demands a cool head and politeness.
7. Admit when you’re wrong – if one of your products is faulty then admit it. People are human and are more likely to forgive the brand that holds its hands up and says ‘something’s not quite right, we’re sorry and we’re going to fix it for you.’ It is one way of turning a negative into a positive and leaving a customer with a positive experience they are more likely to want to share.
8. Use legal action as your last resort – and even then, be 100% sure that you’ve got strong claims. Get expert advice, think the situation through and be prepared for large legal fees and putting your brand in the spotlight. Do not make unfounded claims – it will make you look rash, emotional and your consumers will lose respect for you.
Whatever you do, do not:
- Lie or deny the obvious
- Be overly apologetic
- Give unsatisfactory or white-washed responses that don’t stand up to scrutiny; it makes you look like you’re hiding something
- Make promises you do not, or cannot fulfill
Finally, if your product is great, your customer service is top-notch and you’re not making far-fetched or untrue claims about your product or service, then it’s unlikely you’ll receive many negative reviews. Independent peer reviews are like gold dust and if you’re a brand that’s seen as blocking such reviews, you’ll lose trust with your audience. As we’ve seen with Rotolight vs Dennis Lennie, it’s not the review that’s important, but how you react.
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