Negative work on the Internet - crowding out and parking negative
So, you have opened your business, the team is working, orders are being delivered, services are being provided, customers are happy to leave you good reviews, everyone is happy. Will it always be like this? It will be business if it is managed competently further, but clients will not always leave only good reviews. Moreover, in addition to reviews, you will also have to deal with such phenomena as bots, trolls, negative comments on social networks. Negativity on the Internet is a separate topic for research and reasoning.
In this article, we will consider some strategies for working out the negative. Let's get started.
Case One - Negative Parking
The business is successful, orders are delivered to customers, the company's marketing efforts are aimed at attracting new customers. But old customers should not be forgotten either. Sometimes they need to be reminded of themselves through emails and other channels. Some brands practice sms-mailing on their client base. Of course, sooner or later, one of the customers will complain about any of your advertising channels. In this case, customers began to complain about the SMS they received. Examples of such negative references are presented in the screenshot.
It is worth exploring these references separately. What is noteworthy in them:
1) the first message indicates that the client has already complained to the support service;
2) in the first message there are details of a negative occasion - SMS arriving in the middle of the night, as well as several messages per week;
3) in the first message there is a call for discussion at the end of the message;
4) in the second message there is a conditional warning to write a negative under each post;
Why you need to quickly respond to these messages:
1) Other users see a detailed negative;
2) It is visible that the brand is calling for discussion;
3) An entertaining warning to write negative under each post - users can like it because the situation is non-standard;
What is reasonable to do in this situation:
1) End each discussion with one comment so that no further discussion occurs. Why this is dangerous - in a further open discussion, clients may also express a new negative, as a result, other clients will see it, which is extremely undesirable, since this might frighten them off from completing further orders. And if this potential negative is seen by new potential customers, then their final conversion into purchases will be less likely;
2) To bring the discussion into a non-public format, where in the event of a new negative it will be invisible to anyone;
What can be done in such situations is shown in the screenshot.
What do we see here? Two clients with negative comments were given the answer where to write their complaints. But at the same time, the answer contains important details that must be taken into account when working out the negative - the first client was given an email where to send questions or complaints, and the second was told to send the input data in a personal message to the store’s account. It turns out that further discussion will take place in the format of correspondence by email or in personal messages on a social network. What is especially useful in such a system of non-public discussion with a client:
1) Of course, all questions and complaints of clients will be worked out in the end;
2) If the client talks about a new negative in communication, other users will not see the new details of the negative;
3) All customers see the answers of the store, which means they see that questions and complaints of customers are taken into account and processed by the store;
4) When the negative reason has been worked out, and the situation has been completely settled, it will be quite appropriate on behalf of the store to write another comment under the client’s correspondence like “all issues are resolved by email. Thank you for your message!". So the brand can additionally show that they not only react to the negative, but also solve the situation to the end;
Case Two - Squeezing Negativity Out of Visibility
Groups of banks on social networks have always been of particular interest in terms of researching the comments and the negative that appears under the posts. The banking theme is special in that it is connected in one way or another with money, so users are especially worried. Using the example of a group of one of the well-known banks, we will begin the study of another technique for working out the negative. The good news appeared in the group of the bank:
there are likes and reposts, the group has good coverage, it remains only to see how the live audience reacts to the good news about the joint co-branding with railways card. We look at the comments to the message.
There are only three comments in a row, but the general tone of the comments is sharply negative. What is especially worth paying attention to in these comments:
1) this is a discussion of two interlocutors
2) it is the negative that one of the two authors writes, and the second is only interested in
3) the original news in the bank's group was posted on June 26, the first negative comment appeared only on June 29, and the second negative comment appeared on June 30.
The result - correspondence with a negative tonality began with one comment, for a day there was no answer to it on behalf of a group of the bank itself, and no one deleted it, as a result, all users of the group already see the whole discussion.
If you don’t take into account this particular situation, then let's imagine the following case:
1) a negative appeared in your group in the comments under the message
2) for some reason, the support service did not work or just didn’t notice
3) the SMM department also did not process it in any way
4) other users still see this negative
Of course, the first thing that comes to mind is simply to delete the negative comments. But users who wrote negative messages can be real, not fakes. Moreover, it can be your current customers, and deleting their comments can offend them, which will entail the emergence of a new negative or, even worse, even the loss of customer data. What can be done in this situation without deleting negative messages? It will be most correct to make other users stop seeing these messages, or rather to make it more difficult for them to see them.
While the support service is adjusting its work, and the SMM department is trying to understand your discontent, you can simply throw comments under the original news, which do not necessarily even directly comment on the news itself. Example:
What is worth paying attention to:
1) comments do not imply a discussion with the authors of negative comments;
2) the comments do not discuss the details that attracted negative comments. You can discuss the picture for the news and other side details;
What is the use of such a technique for working out the negative - negative comments when viewing a group are now hidden under the "show all xxx comments" button. Most users only see the news in their friends' feeds and only see the latest comments. Thus, your responsible services have time to process this negative. As mentioned in the previous examples, they should now enter into communication with users through private messages, and then just leave a visible comment to everyone that the question has been settled and the complaint has been processed.
This is only part of the huge topic of working out the negative on the network. Soon there will be more articles with new cases and strategies.