We live in cautious and uncertain times. Negative reviews can be destructive. Non-edited and unmonitored comments, perceptions, allegations, contentions, and attitudes on social media channels, are damaging businesses on a daily basis.
For jewellery retailers in particular, where trust, craftsmanship, and emotional purchases intersect, the reputational stakes are especially high. A single unresolved complaint can undermine years of brand-building.
The democratisation of technology empowers consumers, exposes businesses, and provides platforms for the aggrieved with little or no editorial oversight, fact-checking, moderating or critical analysis. While this accessibility has benefits, it also creates an environment where opinion can be mistaken for fact.
The most vulnerable to these potentially toxic missives are small to medium-sized enterprises, which typically lack the capacity and capital to effectively address, neutralise, refine, remove, and moderate these contentions and emotive statements. Disturbingly, the consequences can be profound, immediate, widespread, ongoing, and expensive. In a trade driven by referrals and repeat business, even short-term reputational damage can have long-term commercial implications.
Indeed, dealing with negative reviews can be complex, resource-intensive, and time-consuming. Therefore, monitoring social media channels and all other platforms is imperative and non-negotiable. They are an integrated, disciplined presence that needs to be respected and protected.
Plan it out: Respecting, and protecting businesses from online comments has strategic implications and consequences. It warrants the documentation and implementation of a social media management plan that is part of and contributes to the broader company strategic plan.
In isolation, care must be given to considering, determining, and carrying out the essential fundamentals relating to online presence, including purpose, short-term targets and specific tactics. The content and context should be uniform and universal.
It is personal: For consumers, customers, and clients who are sufficiently motivated to enter social media comments, the issues are personal. Authenticity and accountability resonate far more strongly than corporate language.
In many instances, a key underlying factor is the perception that they and their issues are not being recognised, respected and responded to. Therefore, responses need to be individualised, personal and personable. Use of collective nouns, including “we”, “the team” and “our group” needs to be set aside.
Presume nothing: Comments, allegations, and contentions are often unsubstantiated, not fact-checked, and have questionable justifications.
Therefore, initial responses should not necessarily imply acceptance of guilt, sorrow, shame, or apology.
It is reasonable for a dedicated, experienced, and authorised individual who is responsible for addressing, mediating, and resolving issues to pose several probing questions to establish the facts and basis of online commentaries. Discipline and objectivity are virtues.
Address the specifics: Many negative social media comments are emotive, non-specific, subjective, and reflect a “victim mentality.” Resolution of such is difficult, if not impossible. Therefore, a strong focus on what is justifiable, resolvable, equitable and appropriate is important. Fairness and equity do not necessarily come easy.
Avoid and minimise emotional – often personal – distractions.
Get offline: As a sweeping generalisation, it is preferable to get the issue, the complainant, and the issue resolution process offline.
Indeed, ideally, the text should be removed to enable, encourage, and facilitate addressing the matter at hand personally, privately, and confidently.
Adjectives should be minimised, and emotions contained. Nuances, inherent in the spoken word, project intent and can establish integrity. Verbal exchange is immediate, and pauses are powerful instruments in making statements. It’s an artform, which cannot be utilised online.
Secure agreement: Achieving consensus, agreement, and resolution is challenging. Maintaining it is also complex. Keeping the topic offline is typically advisable.
Therefore, detailing what has been agreed and concluded is fundamental. Re-entering the social media channel is relatively easy, prompt and can be destructive.
Rekindling the matter is usually perceived to be an elevation. Hence, the company need to be considered, reasoned and reasonable – but above all, structured.
Follow-up: Placating “ruffled” emotions is fulfilling. It is usually the first step in a longer journey. Personal verbal follow-ups help maintain equilibrium.
Confirming, reassuring, and reinforcing are the foundations of peace of mind. Utilise them. There are no shortcuts.
The overall process of monitoring, addressing, redressing, moderating, and managing online comments about brands is involved. It requires commitment, discipline, and diligence. Your business deserves nothing less.
Even negative feedback can become an opportunity to demonstrate integrity, strengthen relationships, and differentiate your business.
Read eMag