• Responding to negative feedback on social media can be daunting for a brand or business. 
• Brands can use these 13 tips to respond to negative feedback on social media, address audiences’ concerns, and elevate their image. 

Negative feedback on social media is a double-edged sword; it can damage brands’ reputations and be a valuable tool for improvement. Negative comments, especially if left unaddressed, can spread quickly and damage the brand image. However, the feedback can also be a chance to identify areas for growth in your product, service, or customer interactions.

Marketers must respond to them with promptness and transparency. They should actively listen to customers’ frustrations and tailor the message by adding a personalization element. Furthermore, they can offer solutions and explain steps to address the issue.  

Here are 13 tips that, if used intelligently and strategically, can help brands respond to negative feedback on social media. 

1. Leverage the Power of Automated Review Tracking Tool
2. Acknowledge, Appreciate and Assess
3. Treat any Feedback like a Gift
4. Create Guidelines on Best Practices
5. Monitor Diligently & Respond Quickly
6. Follow the five Ws (Who | What | Why | When | Where )
7. Move the Negative Feedback Offline
8. Personalize the Response
9. Use the HEARD technique
10. Implement the Easy-to-Follow Protocol
11. Craft Resources to Help Your Team Respond Effectively
12. Design a Team to Handle Prompt Responses
13. Encourage engagement while filtering out ‘Trolls’

As mentioned, negative feedback can be a double-edged sword, and brands must carefully handle it. 

1. Leverage the Power of Automated Review Tracking Tool

Automated review tracking tools can be a game changer in managing negative feedback on social media. A study conducted by Sprout Social found that 49% of consumers use social media to complain about the brand. For example, if you run a bakery, a negative Facebook review about a stale croissant might be missed amidst dozens of customer photos, and automated tools might flag it.

A Harvard Business Review study reveals that 45% of customers expect a response to a negative review within 24 hours. For example, a review tool would instantly alert you about a negative review, facilitating a swift response before the customer vents further on social media. 

Another report from Vendasta suggests that businesses use an average of 6 social media platforms. Automated review tracking tool helps track, mention, and review across different social media channels. It ensures that brands never miss negative feedback, regardless of the platform. 

1. Acknowledge, Appreciate and Assess

When addressing negative feedback on social media platforms, marketers can adhere to the “Acknowledge, Appreciate, and Assess” methodology, which offers a structured and empathetic response.

Acknowledge

According to Zendesk, 80% of customers are likely to do business with a company that responds to negative reviews. For example, a customer posts, “Really disappointed with my recent order. I waited over an hour for a cold pizza.” The Brand can acknowledge and respond, “@CustomerName, thanks for letting us know about your experience. We understand your frustration and would like to offer you another order and try not to repeat this in the future.” 

This acknowledgement of customer reviews positions the pizza shop in a good light, and customers feel you’ve heard and validated their complaints. 

Appreciate

A PwC report suggests that 42% of customers expect companies to apologize for the mistake. For example, the pizza parlor can follow the acknowledgement: “We sincerely apologize for the inconvenience caused by the cold pizza and extended wait time.” It addresses their concerns, and they would appreciate such messages from the pizza parlor. 

Appreciation, even in the form of an apology, can demonstrate that brands take customer concerns seriously and are willing to take responsibility. This approach paints a positive picture of the brand. 

Assess

A Sprout Social survey suggests that 63% of consumers who leave a negative review expect a resolution to their problem. For example, after acknowledging and apologizing, the pizza parlor can ask, “Can you tell us more about your experience? We’d love to take the conversation offline via a private conversation to discuss more on specific solutions, like a replacement or a discount.” 

The assessment shows brands’ commitment to understanding the root causes of the problem and willingness to take steps to rectify it. 

Following the “Acknowledge, Appreciate and Assess” approach allows brands to defuse tension by acknowledging and appreciating feedback. Assessment allows gathering valuable information about the issue and identifying areas for improvement. A sincere and helpful response can turn a disgruntled customer into a loyal one who appreciates the willingness to address the concern. 

1. Treat any Feedback like a Gift

Marketers need to shift their perspective about negative feedback and understand that there exists a powerful tool to manage social media criticism: treating any feedback like a gift. The human brain is wired to focus on negative information more than positive, making negative social media comments feel like personal attacks.

A Harvard Business Review study found that companies that excel in handling customer complaints witness a 17% increase in customer loyalty. For example, suppose a customer complains on Facebook that your new app is confusing instead of getting defensive. In that case, the maker can view this comment as a gift – a chance to identify areas of improvement. 

Seeing criticism as a learning opportunity reduces the emotional toll and gives brands a more measured response. By addressing negative feedback, brands can identify and fix the issues that impact other customers. To implement this strategy, brands must reframe their thinking and focus more on the positive intent and a way to express gratitude. 

1. Create Guidelines on Best Practices

Marketers must have clear guidelines, empowering the team to respond to negative feedback on social media effectively and consistently. A Stackle report found that 78% of consumers believe consistent brand experiences across platforms are essential. Imagine running a clothing store if one manager responds to a negative review with a generic apology, while another offers a discount. This inconsistency might need to be clarified for customers.

Clear guidelines can save time by providing a roadmap for crafting responses to negative feedback. Everyone on the team will be on the same page, ensuring consistency and a professional brand voice across all social media channels. Clear guidelines also provide timely, empathetic, and helpful responses, leading to positive customer experiences. 

Marketers must have clear response timeframes, which should be below 24 hours. Emphasize the importance of acknowledging the customer’s frustration, include guidelines for taking ownership of mistakes, and apologize sincerely if required. Outline the framework for offering the solutions, include problem-solving strategies, and establish clear guidelines on when to escalate a situation to a supervisor or customer service representative. 

1. Monitor Diligently and Respond Quickly

Responding to negative customer reviews and staying on top can be done by monitoring diligently and reacting quickly. As per Sprout Social, 78% of customers expect their social media messages to be answered within 24 hours. For example, suppose a customer posts a negative experience about a restaurant on Friday night, and you respond on Monday morning. In that case, you don’t care about their feedback, damaging your brand reputation.

A swift and prompt response can prevent a minor issue from escalating into a major public relations crisis. It further demonstrates care, as responding quickly shows customers that they are valued and the brand is committed to resolving their issues. The sooner you respond to negative comments, the less likely they are to be seen by a wider audience, limiting the harm to the brand image. 

Marketers can use social listening tools to track brand mentions across social media platforms and alert the brand for negative feedback in real-time. Even with automation in place, brands must focus on scheduling regular checks. Furthermore, marketers can let customers know that they can send messages directly for more private or complex issues. 

1. Focus on the five Ws (Who | What | Why | When | Where)

The Five Ws—Who, What, Why, When, and Where—can be a powerful framework and help brands respond effectively to negative feedback on social media. A Benchmark study reveals that only around 34% of customers feel that companies address their complaints completely.

A customer complained on social media, “Terrible service at your store today!” A generic response could be, “We’re sorry to hear that.” Still, it doesn’t address the specifics of their complaint and experience, including the five Ws—who, What, Why, when, and where—can help brands better understand the situation and customers’ concerns. 

Who identifies the customer who left the feedback? Is it a regular customer or a one-time visitor? What: shows what precisely went wrong. Was it a product or service issue or employee interaction? Why: why was the customer unhappy? When did the negative experience occur? Where: where did the negative experience take place? 

Adopting this five Ws approach can help go beyond the surface-level responses and delve deeper into the root cause of the negative feedback. This would further help the brand craft meaningful responses, address customer concerns more effectively, and demonstrate its commitment to continuous improvement. 

1. Move the Negative Feedback Offline

Typically, consumers indulge in negative feedback offline; businesses must focus on moving the conversation offline to deal with such comments. Social media is a public forum. Although brands might wish to acknowledge the negative feedback publicly, they must avoid getting into a detailed back-and-forth that could reveal sensitive information or escalate the situation.

Having a private conversation allows for a more focused approach to resolving the issue. It helps gather information, sincerely apologize, and work towards a solution the customer feels is fair. Although public apology shows that brands take customer concerns seriously, a lengthy conversation might put the brand in a negative light. 

Taking the conversation offline allows the brand to focus more on resolving the issue and crafting a professional public response if necessary. Seventy per cent of people say that a company’s response to a negative online review influences their buying decision. Plus, they expect a response to negative feedback within 24 hours, and a private conversation acknowledges their concerns and allows brands to move the conversation to a more appropriate channel. 

While moving the negative feedback offline, brands acknowledge the customers’ frustration, gather required details about the issue, offer a sincere apology, work towards a solution that satisfies the customer, and thank them for their feedback. This also demonstrates a brand’s commitment to customer satisfaction. 

1. Personalize the Response

Personalizing the response to resolve negative feedback on social media is important in effectively addressing the customers’ concerns and demonstrating genuine care. When a brand personalizes the response, it acknowledges the customer’s specific situation while avoiding generic replies.

This demonstrates that the brand actively listens to its customers, making them feel valued. A personalized response shows the willingness to go the extra mile to resolve the issue and can potentially increase customers’ satisfaction with the brand. Plus, when a brand takes time to personalize the response, it builds trust with the customer and shows that they are invested in finding the solution, fostering a more positive brand image. 

53% of customers assert their loyalty to a brand that personalizes communication. A personalized response can turn a negative experience into a positive one. 68% consumers expect companies to understand their individual needs and preferences, and personalization shows that you understand their specific needs and are working towards building a stronger connection. 

For example, there can be two response types for a customer’s complaint about late delivery. A generic response would be, “We apologize for any inconvenience caused by the delay.” which might not suffice. A personalized response would be, “Hi! [Customer Name], We are sorry about the late delivery. Your package was meant to arrive on [Original date and time]. Please DM your order details so we can investigate further and ensure you receive it ASAP?” This could turn a negative situation into a positive one with a personalized response. 

1. Use HEARD Technique

The HEARD technique can be a helpful framework for curating a thoughtful and empathetic response to negative social media feedback. Let’s break down each step and understand how it is applied.

• H: Hear and Acknowledge

It focuses on publicly acknowledging customer feedback, showcasing that the brand is listening to their concerns. For example, “Thank you for bringing this to our attention, [Customer Name].”

• E: Empathize

Openly and genuinely express understanding of customers’ frustration or disappointment with any particular concern. For example, “We understand your frustration with the [issue]. We acknowledge that it certainly wouldn’t be a pleasant experience.” 

• A: Apologize (if applicable)

If the customer’s negative experience resulted from a company error, there must be a sincere apology. For example: “We sincerely apologize for the inconvenience caused by [mistake]. We would appreciate your understanding and are working to resolve it.” 

• R: Resolve

Outline the plan to address the issue, let the customer know how you will address the underlying problem, and provide a timeline if possible. For example: “We’d like to investigate this further. Please let us know and send us a private message with your details so we can assist you directly.” 

• D: Demonstrate Care

Reassure the customer that you value them and are committed to solving their situation. A genuine care demonstration can help turn a complaint into a loyal customer. For example: “We appreciate your patience and understanding; we look forward to working with you to find a solution.” 

72% of customers say feeling heard is essential in resolving their complaints. The HEARD technique ensures that customers feel acknowledged throughout the interaction. 60% of consumers are more likely to do business with a company that apologizes after a mistake; this is genuinely highly appreciated. 

1. Implement Easy-to-Follow Protocol 

Installing or incorporating an easy-to-follow protocol for responding to complaints and negative feedback on social media can be crucial in maintaining a consistent and professional brand image. A well-defined protocol ensures that the team member knows the required steps to take while responding to negative feedback, leading to lesser resolution times and enhanced customer satisfaction.

Plus, a defined protocol ensures that everyone on the team approaches the situation with consistency. This helps create a consistent and positive brand voice and experience for customers. It further empowers the team to handle most situations effectively, minimizing the need to escalate the issue to higher management. 

As mentioned, 48% of customers expect a response to their social media complaints within 24 hours, and a well-defined protocol can help ensure timely responses. 78% of customers believe that companies providing social media customer service are more trustworthy, and a consistent protocol builds customer trust. 

Businesses can use, identify, and acknowledge tactics, use the HEARD technique, move offline if possible, document and track the issue and conversations, and follow up with customers to ensure issue resolution and their experience from it. Implementing the easy-to-follow protocol can have multi-pronged benefits. 

1. Craft Resources to Help Your Team Respond Effectively

Businesses must focus on equipping the team with the right resources to respond effectively to negative feedback on social media. Well-designed resources could prove to be clear guidelines. They can be templates for crafting professional and empathetic responses, leading to higher-quality interactions with customers.

Access to helpful resources can empower the teams to handle negative feedback confidently, reduce stress, and improve overall effectiveness. These resources ensure that the team maintains a consistent brand voice and tunes their responses, fostering a more professional and unified brand image. 

67% of consumers expect companies to have a social media crisis management plan in space, and having resources dedicated to handling negative feedback is a crucial part of the plan. 86% of customers say a positive brand experience on social media influences their buying decisions, and high-quality responses to negative feedback contribute towards a positive overall brand experience. 

1. Design a Team to Handle Prompt Responses

Designing a team specifically designed and dedicated to handling prompt responses can elevate a brand’s capability to resolve negative feedback and enhance its online reputation. Having a team in place dedicated to ensuring that someone is readily available to address negative feedback promptly minimizes the window for negativity to spread and demonstrates responsiveness towards customers.

A dedicated team could help develop a brand’s expertise in handling negative feedback situations. This can lead to more efficient and consistent responses while adhering to brand guidelines. Faster and more professional responses can help de-escalate situations, effectively address customer concerns, and eventually lead to higher customer satisfaction. 

42% of customers expect a response to their social media inquiries within 60 minutes, and having a dedicated team can meet these expectations. At the same time, 73% of customers appreciate the speed of a company’s response to negative social media posts that influence their buying decisions. Prompt responses demonstrate that a brand takes customer concerns seriously. 

1. Encourage engagement while filtering out ‘Trolls’

Businesses must balance encouraging engagement and filtering out ‘Trolls,’ as this can be crucial in maintaining a healthy and productive social media presence. Encouraging engagement shows appreciation for positive feedback and acknowledges the audience, fostering a sense of community and encouraging further interaction.

Asking open-ended questions can spark conversation by posing questions beyond a simple “YES or NO” answer. This can lead to valuable insights and strengthen customer connections. Brands can host social media contests or giveaways, as such fun activities can generate excitement and attract new customers. All they need to do is ensure they align with the brand image and target audience. 

83% of customers say that they are more likely to recommend a brand or a company after they’ve had a positive social media interaction. Encouraging engagement can foster positive experiences, brand loyalty, and advocacy. 64% of consumers say that social media shapes their perceptions of brands, and positive engagement creates a more favorable brand image. 

In conclusion, these tips for responding to negative feedback on social media can have a profound impact on brand image. Negative feedback tends to be a double-edged sword: It can damage the brand reputation while at the same time providing crucial insights about the development and points of improvement.