The Ugly Side of Social: Handling Negative Comments on Social Media

Social Media is a critical part of any digital marketing strategy. Digital marketing provides an opportunity to expose your brand, with an important added benefit; allowing companies the chance to engage in conversation with loyal customers and create relationships with new ones.

This engagement leads to positive customer reviews, feedback, suggestions and brand loyalty. And it works. Domino’s Pizza, for example, used social media feedback to change their dough recipe. Customers love to feel involved; who doesn’t like being listened to, or love receiving the proper care in customer service? Positive reviews and kind words are always welcome, and as marketers, we want to capitalize on customers’ satisfaction.

But what about the flip side? How do we handle negative feedback posted on social media by an unhappy customer? Even more than the love of feeling ‘heard’, customers HATE feeling ignored and shuffled around while dealing with customer service.

To Respond, or Not to Respond:

 Yes! Always respond to comments, good or bad. Of course, you can attempt to remove the negative comment to prevent others from seeing it. If not, it’s okay - you can’t please everyone.As long as you respond appropriately, other customers are not likely to hold one individual’s opinion against the brand. Even if you were successful in removing the comment from the public eye, it is still important to respond to the original post. Hell hath no fury like a disgruntled customer!

Finding the Right Words - What Should You Say?

This answer varies on the situation. Keep in mind that your unhappy customer is very upset if they took the time to comment. More than likely, these individuals are seeking a response with a little more depth than, “We apologize for your experience this won’t happen again.” Be sure any comment that can be seen by the public is completely appropriate and unbiased.

• They don’t care that you’re sorry… They are seeking a solution. How do you     intend to improve their customer service experience next time?
• Be accountable for the problem encountered. For example, a customer is upset  about her product taking “forever” to ship. Here is possible post solution: “We sincerely apologize for your grief. Sometimes products take longer to ship, depending on the location or vendor as described in your account information. We encourage you to call xxx-xxx-xxxx if you would like further details or assistance in reviewing your account information. We appreciate your business

           and want to make sure you feel secure regarding your purchase.”

Follow Up?

Not necessarily. At the end of the day, you certainly do not want to encourage this kind of negative engagement on your business pages. General rule: Respectfully respond, then don’t fan the fire. Some companies go above and beyond to make it right with an unhappy customer; refunding, coupons, free product, etc. Follow the same guidelines that your company would follow with an offline customer complaint.

Do Unto Others...

Whether we like it or not, social media can become a customer service channel; use the opportunity to show that you handle complaints with respect and expediency. Despite these potential bumps on the road, social media is crucial to your digital marketing strategy and engagement with your satisfied customers. For most businesses, limitless exposure to new customers will outweigh the few critics who make themselves heard.

Making the Most Seasonal Marketing

‘Tis the season. We recognize and celebrate so many holidays in our country, there is always a special occasion right around the corner. There is a significant portion of the population who are attracted to seasonal promotions: pumpkin spice, green beer, Americana...The list goes on. People love having something to look forward to, and something to celebrate! Even if your product or service isn’t necessarily seasonal, your business can still benefit from every holiday.

Choose your battles wisely:

The digital age has brought an immense amount of competition to advertising. Because of this, you no longer have to worry about trying to create the Best Ad Ever every time. If you create elaborate promos for every single holiday, you become Art Van Furniture. No one cares about your ‘holiday prices;’ it has been done too many times. Potential customers are desensitized, and people no longer recognize the value in your business. Take holidays as an opportunity to engage your customers and enjoy added exposure; but at the end of the day, your campaign or sale should be able to stand on its own year-round.

Make your Marketing specific to your business:

If not, the campaign will not be effective. Even though a holiday is a simple “what’s trending,” you don’t want to get caught up in a Marketing situation that will be confusing to your customers and/or not jibe with the nature of your business. Your time and resources are better placed with a campaign that will actually yield results, and that means connecting with your customer base.

Go big or go home:

If you decide that a seasonal or holiday Marketing campaign could benefit your business, then make it count! Determine your budget and plan accordingly; be sure you are able to afford execution of the campaign without issue. For example, you’ll notice many food brands choose to digitally engage with consumers around holidays: Lays and Doritos hosting online competitions near Superbowl time, Pepsi promotes heavily at the beginning of summer. Television example: think of all those Coca-Cola ads around Christmastime, and the big Back-to-School push for fall.

Take advantage of the engagement opportunity:

This type of promotion is perfectly suited to social media. As we mentioned earlier, you want to make your Marketing specific. However, it’s smart to take advantage of a chance to ‘join the conversation’. More than likely, you will not receive actual engagement in conversation, but your followers will appreciate the effort and take a minute to admire your post. Even a simple “Merry Christmas,” or “Enjoy your holiday weekend” will be enough to be noticed by current and potential customers.

The next couple of months are chock full of holiday Marketing opportunities. Use them wisely - and enjoy your holiday weekend!

The Content Conundrum

New and bracing content is crucial for organic search engine optimization. Updated content allows the web to know your business is still interested in engaging with consumers and continuing to accept new customers. But even when you understand its importance, creating original content can be intimidating.

For one, it carries the feel of public speaking. Writing is often a solitary endeavor, yet it can make you feel like you are on blast. Your message is being read - and interpreted - by a large number of people and therefore invites criticism. Try not to take it personally; there will always be people who don’t agree with you, and that often sparks an engaging dialogue. It’s natural to feel insecure, especially at first. “Was my content effective?’ “Did I get my points across clearly?”

Plagiarism is another issue lingering in the back of every writer’s mind. It can be nerve wracking to wonder if someone else might have had the same thoughts, and published them 6 months ago. When I was a kindergartener, I made up a poem: “Roses are red, violets are blue. Sugar is sweet and so are you.” I’m pretty sure I wasn’t the only kid who thought of that ‘original’ ditty!

These fears may always be on the back burner in your head, but there are a few ways you can put your mind at ease and get more comfortable with creating content:

• Be original.  As long as you’re putting down your own thoughts, the chances of someone claiming plagiarism are slim. Sure, there may be some overlap, but this is to be expected to a point. After all, if it’s a really good concept, it’s not unreasonable to think someone else may have had the same thought.

• Know your audience. Research if you have to. In fact, marketing research is a growing field in itself, due to varying tastes and opinions among  different demographics.

• Be tasteful, not offensive. There are marketing campaigns that are remembered for their controversial content, but it’s risky. There is a fine line, and crossing it could make or break a business. For example, at one time Mr. Clean put out an ad saying “This Mother’s Day, Get Back to What Matters” implying that mothers should get back to cleaning. Needless to say, it didn’t work for them.

• Perhaps the most crucial advice: Take the pressure off yourself and have fun being creative! Just be yourself, and people will be able to relate to you. Once they relate, they will be willing - and excited - to hear what you have to say about your product and/or services!

The Digital Consumer- The Psychology of Online Shopping

Digital consumer behavior is a relatively new, but vital aspect of your Marketing plan. Understanding how your target shopper ticks is imperative when building your digital brand,  and growing online sales. Typically, consumer behavior studies have been employed by retailers to understand the different types of buyers, and to increase impulse shopping. So, how does this strategy translate digitally? More and more, people are relying on digital references to make shopping decisions; unfortunately, many business owners are failing to appreciate the impact of Digital Marketing.

To help your small business better understand the importance of Digital Marketing, we need to look at a few reasons why consumers prefer shopping online, and how they are using the Internet to influence their purchase decisions. Most importantly, how can YOUR brand influence shoppers via the Internet?

~Comforts of Home: Safely behind their keyboard, people feel they can search any product, service, or information without being judged. It takes away any potential awkwardness or embarrassment, and eliminates the need to deal with a salesperson.

There is a significant percentage of the population who don’t feel comfortable in public, or among peers in general; introverted people tend to spend a lot of time on the Internet for a sense of community and social acceptance. More than likely, these people are very tech savvy, and are more inclined to go online for entertainment, rather than watching TV. As a result, they are finding out about new products and services on the Internet, rather than through more traditional television or print advertising. Moreover, online shopping will allow a shopper to make a purchase decision, pay for the product and get it delivered to their door, all without having to speak with a person! But there is a lot of competition online, and consumers are impatient. Make it as easy as possible; have all the information available to make their decision, and complete the purchase. If the online shopper can’t find what he or she is looking for, they will move on to the next site. You have lost them; not only for this sale, but probably for any future business.

~Simplicity, Availability, Choices: An item or service may not be readily available in a local store, but it will always be available on the Internet. A consumer can have it delivered to their door, or shipped directly to a nearby store for pickup. Even if a product is available in the store, is it actually the one you want, or are you settling because there are no other choices?  By using the Internet to search and shop, a consumer may simply order and move on, or take more time and assess their options. Shopping is no longer limited to store hours - order at all times of the night, if you like. What if you are seeking a specialty item that is rare, or no longer manufactured? You aren’t the only one… others with the same rare needs or interests will also seek out these products and services. A shopper may be looking for a replacement piece to something that is considered an ancient product - I recently had to do that for my dishwasher. This creates a need for targeted niche marketing to direct these consumers to your website. Often, these markets are bigger than you would imagine. Need an example? Collectors. There are many out there, with countless areas of interest. Looking for a set of hubcaps for a ‘63 Corvair? Yup, you can get that.

~Education and the Power of the Review: Doing research on a product and making comparisons allows a consumer to make an educated purchasing decision. We have the right to be informed, to search for the features we desire, no matter how exacting. Everyone has felt dissatisfied with a purchase…many times, in fact. Online communities and forums allow consumers - both pleased and dissatisfied - to share their thoughts and experiences with a product or service. Provide a review. These peer assessments speak at a higher volume to a potential customer than what a company’s ad has to say about their own brand or product. Today’s consumers take this advice very seriously; it has a profound effect on the overall sales of the product or service in question. Seems harsh, but really, this is doing the brand a favor. It ultimately promotes improvement and, often, safety. Ethically, companies should be held accountable and want to take social responsibility for their products and services; online reviews can help to do just that.  Additionally, people don’t always feel they are receiving the whole truth from a salesperson at the store. Yes, they can be extremely helpful and there are many great ones, but they may not always have the most comprehensive information regarding the product - they just need to make the sale.

This list is only the beginning. New consumer needs and new digital solutions are surfacing all the time. The mind of a consumer is evolving as much as the digital world, and it is so important that your business does not miss out on this vital market. It is never too soon - or too late - to begin a digital strategy.

Factors Framing Your Digital Success

Welcome to Digital Evolution! Having seen the birth of the Internet and the dawn of Internet Marketing, I’ve watch the cost of digital marketing steadily decrease and the ability to reach the right customers at the right time become ever more available.With all the new tools and services at their fingertips, it’s never been easier for marketers to reach an audience - so why isn't every small business wildly successful in the digital age? I believe there are 8 factors that are the framework for every successful digital campaign. 

                                                                                                                                                                                                                                                           

Availability
Your information needs to be at their fingertips when and where they are looking. You need to come up in the results for highly detailed searches on whatever device or network they are on at the time. You can’t just have a website or YP.com listing anymore. You need to be where your customers are on Twitter, Facebook, Google +, Yelp and more. Your website needs to be optimized for search and browsable from any type of device.

Empathy
The empathy to understand the customers and help them understand how the product or service you are selling fills their need/solves their problem - or makes them covet what you offer with every fiber of their being - is a critical component in being able to craft messaging that is going to get through all the noise. Empathetic marketers know their customers, know their pain and can speak directly to the solution. 

Know Thyself, Specifically
Don’t paint with a broad brush, know exactly who you are trying to reach and exactly how to reach them. In other words, you aren’t looking to own widgets in search, but you do want to own pink and purple, double-sided, engineering student widgets. Since you used empathy to understand the students that you market to, you will put minimal effort into your Facebook page and place the bulk of your campaign on Instagram and Snapchat. The more detailed you get, the more you reach your target audience. Self Improvement is a Constant    
Good is never good enough. There are always micro-improvements to make the best campaign better. A top performing ad can be tweaked to get a few more clicks per day, a winning campaign can be expanded. Never settle; instead, constantly strive for ways to keep reaching more of your target customers.

Great Service
Start with providing the most amazing customer service on the planet. Seriously. Great customer service is so rare that it gets people talking just as much as the service horror stories. It stands out. Your product stands out. You stand out.There is everything to gain and so much to lose. It amazes me how many companies will run multi-million dollar campaigns only to have an undermotivated, underpaid, downright rude individual answer the phone. 


Everyone Can Market Your Product    
Do everything you can to get everyone raving about you everywhere. Provide endless opportunities for customers to provide feedback and then listen to it, respond to it, reward them for bringing a problem to your attention. You will be amazed about how much people will rave about you. Monitor all the channels where customers are talking about your product/service and don’t be afraid to respond.

Measure Everything
Size does matter. Clearly define what success looks like before you start a campaign. Set goals. Measure, refine, measure and refine some more. Numbers do matter. Some campaigns are going to be more successful than others. Track growth over time to make sure that you are staying where your audience is.

Fail Frequently
Make every failed campaign a learning opportunity. If you aren’t failing sometimes, then you aren’t experimenting enough. My biggest learning opportunities have been failures, which have led to some of my biggest successes.

The best part about the digital revolution is that everything is fast, free or reasonably cheap, and it costs relatively little to experiment with your marketing mix. Now is the time to evolutionize your digital marketing plan. Be flexible, embrace change, experiment and find new ways to really connect with your customers.

Welcome to the Digital Evolution!

Welcome to the Digital Evolution! Once upon a time in Internet land, it took a lot of time and resources to build a website. Upon release, the site was already outdated, as the content was created long before the site was launched. WIth sporadic updates, changing technologies and a rapidly changing digital landscape, the whole process would be repeated on a regular basis, with a new site being built, completely replacing the old site on launch day.

Over time, new tools came out, making digital more accessible, easier to use, and faster than ever before. The time for revolutionary site changes were over. With today’s technology and social media it is time for more evolutionary change. The site is not the end goal, but rather the beginning. The first small step into the digital pool, where small evolutionary changes are pushed out weekly, or even daily, keeping the site an evolving resource, tightly tied into social networks, with multiple customer touchpoints and feedback loops.

While there are more businesses than ever before in the digital landscape; this also means more opportunities to engage your customer and keep them connected to your business.

At Digital Evolution, we thrive on looking at the entire digital landscape and building out a comprehensive strategy customized for your business. First, we really get a strong understanding of your business. We get to know your customers and walk in their shoes, trying to find the product or service you offer. We help bring together the right marketing mix, including your website, social pages, review sites, newsletter marketing and online advertising, all crafted to meet that customer need. We make sure that there are multiple channels and touchpoints and that we are at the center of all the conversation about you. We work with you on addressing any problems and communicate the resolution of issues back to your customer base. We measure, constantly. We consider ourselves a member of your marketing team. Sometimes we are the team.

Who are we? We are women, moms, aunties, customers. We are marketers, strategists, cosmetologists, economists, makeup directors, cheese eaters and serious Disney addicts. We are writers, photographers, and Christmas freaks. We love our furry pals, cats, dogs and even a hamster. We will all pull over to move the Tortoise out of the road. (It’s a Michigan thing!) We are passionate about all things digital. We like our clients, and get really excited about marketing. We also make time for our families and believe in balance. I moved from Silicon Valley to Michigan to start a different type of agency and to be able to have my daughter grow up in a small town. We look forward to the ride. I hope you’ll join us!

Jessica Hardwick