unresolved negative experience, but
resolving a complaint in the customer’s
favor will make them 70 percent more
likely to do business with you again.
The path is clear: It is in your best interest to salvage the relationship with a
dissatisfied customer in a public setting
where it can be known to others that
you are dedicated to ensuring quality service and customer satisfaction.
In the event that a solution cannot be
addressed publically, a response is still
valuable to bring attention to the fact
that a solution is in the works. See the
sidebar for a few tips to keep in mind
when putting together a response.
Regardless of the type, negativity
can take a toll on your goal to up-
hold a positive image online where
thousands of customers and potential
customers are actively attaining infor-
mation. To little surprise, negativity
and criticism are most likely to catch
the eye of feed-scrollers and could
make a lasting impression. Develop-
ing a response protocol can be helpful
in gauging comments and deciding
when more serious action should be
taken, such as reporting or blocking
an individual. Set parameters for what
is acceptable and what is not. What
is not acceptable or response-worthy
can be removed or reported imme-
diately so that it does not taint your
image or social presence, or provoke
further negativity from other users.
Negativity from concerned cus-
tomers or community members is
what most often warrants a response.
While these comments can direct
attention to weaknesses, they are
also opportunities to highlight your
strengths and create a personal con-
nection. Instead of viewing negativity
as a setback, view it as a springboard
for your brand. It may not be an ideal
conversation starter, but any occasion
to be social on social media is valu-
ABOUT THE AUTHOR
ALLISON LAFLAMME is
an interactive account
executive at Pannos
Marketing, based in
Bedford, N.H. Pannos
Marketing is a full service communi-
cations firm specializing in strategic
marketing, public relations, social
media, e-commerce and website
solutions for financial institutions.
Email: firstname.lastname@example.org; LinkedIn: Allison Laflamme
for what is
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