It happens every day at every kind of organization. A negative review is posted and an all-hands on-deck meeting is called. Panic sweeps across the organization, and eventually, hopefully, someone has the foresight to take a deep breath, evaluate the comment, determine if its a real issue and calm everyone down, including the brand's detractor.
It's amazing how quickly negativity can get marketers moving, especially in the social space. For some the full impact is unknown and panic-inducing. Obviously, this isn't the case for every organization. Some brands handle online critiques like an art.
I've turned to social channels in the past for reliable customer service, finding that social teams are often more responsive and helpful than other customer service channels. This is a good thing. More and more organizations are adopting a helpful mentality to assist customers who are less-than-impressed.
But what do brands do when someone praises them?
Keep Solving Problems. Start Supporting Advocates.
Negativity begets panic. Positive messages from consumers might get a thank you, but for many brands they go unnoticed. Talk about a missed opportunity!
Advocates spreading positive online word of mouth must be nurtured, supported and given positive feedback. After all, they're doing the work of marketers but with greater authenticity and influence than any brand channel can ever hope to achieve.
Continue to respond to negativity and solve customer problems, and then go after brand advocates by offering support with the same enthusiasm.
- Celebrate them publicly - Feature them and their messages in brand content. Make them your Facebook Cover Photo, retweet them and share their content.
- Surprise them - Give them something unexpected. Dunkin' Donuts sends gifts and handwritten notes to fans to encourage loyalty and an ongoing relationship.
- Give them exclusive access - Show that you value them by giving them something that no one else could hope to get, such as exclusive access to brand and product information or even an invitation to participate in product development.