Over the past couple of years, I have been a major advocate for social media marketing. It’s a fantastic way to give your Metro South area business more exposure in your community and build your online presence. These days, the more active you are on social media, the more brand recognition you gain amongst your sphere of influence. With that being said, these profiles are open forums. Any number of crises can arise on your Facebook profile, Twitter account, or Yelp profile; and it’s your job, as a business, to handle it. Neglecting to handle negativity in your online presence can be a direct reflection of how you treat your customers. That’s why you need to make it a priority.
I’ve embraced social media as part of the marketing strategy for my commercial real estate brokerage in Boston’s Metro South area, and that means that sometimes, I’ve had to put out a few fires. Here are a few tips and tricks for handling social media crises quickly and effectively:
Expect the unexpected. Nobody sees a negative comment or smear campaign against their brand coming. With today’s online platforms, you can take to video, blogs, and online postings to write your opinions. You must monitor your comments and feedback on all of your social media sites, because if you don’t, the negativity could get out of control very quickly. The more prepared you are to expect the unanticipated, the easier it will be for you to put out a fire when something does arise.
Address things quickly. Negativity toward your brand can spread quickly if it’s not addressed immediately. It can do serious damage to your business in a short period of time. The best way to address anything that comes up is to respond quickly and to only respond once or twice in a respectful manner. Don’t let an argument get out of control or escalate, but DO take the time to address negative comments once. If anyone gets too disrespectful or inappropriate, block them from your page. You want your site to be seen as a safe forum for people to interact with your brand, NOT a hotbed for controversial negativity. This is especially important as asmall business, as negative comments will likely be more noticed than they would be for major brands.
Turn the negative into a positive. A bad review on Yelp or negative Facebook comment isn’t a death sentence for your brand’s image. You need to think outside the box and find a way to turn the negative feedback into a positive PR opportunity for your business. Was someone dissatisfied with the service you provided them? Respond to their review, apologize profusely, and offer them complimentary service the next time they patronize your establishment or utilize your services. This will be a public display that you care about your customers and will become a positive PR move for your business.
These are just a few of the many ways you can avoid major social media crises! The benefits of using this as a marketing platform FAR outweigh the minor pitfalls. The negative aspects can be dealt with—you just have to know HOW to tackle them!
If you have any questions about securing commercial space in Boston’s Metro South area, don’t hesitate to contact me! I’d be happy to guide you through the entire search process. I hope to hear from you soon!