Our presence on social networks makes us very vulnerable to criticism, both good and bad comments, the latter is largely the most visible so we must manage these discontents to turn them into something positive and in favour of our brand to change the momentary bad image generated on social networks and the Internet.

Social networks have become the customer service of brands since users will always seek quick solutions to problems and annoyances that have been generated; the fastest way to be heard and seen is using social networks or the internet, a bad comment could stagnate or collapse the good image gained over time, so it is vital to know how to handle these situations.

You can also find people who seek to discredit and create a bad image, the already known haters/trolls, making bad comments such as jokes in bad taste or making comments out of place, so we must respond appropriately and manage the situation as best as possible. 

Keys to handling these comments.

• The first thing to do is not to respond with the same aggressive tone that the bad comments contain. We must be objective and empathetic to them and we must take a little time to analyse and really understand the dissatisfaction and respond as soon as possible with a possible solution.
• In these cases, we must identify whether it is a customer or user who is really dissatisfied with the product or service offered, which can also be a troll/hater who only seeks controversy and whose comments are not very coherent, usually only attack the brand and are not happy with the solution or response. 
• Apologise in a respectful and kind way, even if the comments are very unpleasant; and in a personalised way so that the user feels that they are listened to and that you care about their dissatisfaction. Do not use the typical “Send me a message privately and we will resolve it”, as this reflects little interest or that you cannot handle the situation as the user is looking for notoriety so that their case can be resolved. And as we have already said, it is turning a bad comment into something positive for the brand as you can learn a lot from it.
• Follow up on the user who made the bad comment, so we can check that our solution has been the best and maintain a good relationship and keep the customer happy; according to their experience, they will recommend our product or service to their friends or family despite the incidents, which is what we are looking for our brand – to generate trust and a good image.

We can say that a bad comment will not always be harmful to our brand, knowing how to manage and respond appropriately will help a lot to maintain the image and trust of the customer, which will have a multiplier effect on social networks.

Recap

We are all vulnerable to criticism, especially the bad ones that often have the most visibility. But here’s the good news: we can turn these discontents into something positive for our brand! Our presence on social networks means that we need to be customer service experts, always seeking quick solutions to problems that arise. The fastest way to be heard and seen is by using social media, so we need to know how to handle these situations effectively.

We must always be aware of the haters and trolls that seek to discredit and create a bad image for our brand. The key to handling these bad comments is to remain objective and empathetic. Take the time to understand the dissatisfaction and respond as soon as possible with a possible solution. We need to identify whether it is a genuine customer or just a troll seeking controversy.

Always apologize respectfully and kindly, even when the comments are unpleasant. Respond in a personalized manner to show the user that their dissatisfaction is being heard and that we care. Avoid using the typical “Send me a message privately” response as this can come across as uninterested. Instead, turn a bad comment into something positive for our brand and learn from the situation.

Follow up on the user who made the comment to ensure that our solution has been the best possible one. This way, we can maintain a good relationship and keep the customer happy. Ultimately, our goal is to generate trust and a positive image for our brand.

Remember, a bad comment doesn’t always have to be harmful to our brand. With the right approach, we can maintain our image and the trust of our customers. Let’s make social media work for us and not against us!