This is a guest post by Jay Buerck.
You’ve been following the conversation about your brand using one of the many monitoring tools available to help you manage and monitor your online reputation and now it has caught wind of a few negative comments or posts about you or your company.
No one likes to discover negative comments and reviews but many times it is the price of doing business. While you can’t please everyone all the time it still stings a little when you see those negative words on the screen.
Over half of all Americans use social media networks to communicate to companies either through their Facebook page or Twitter accounts. So why are 95 percent of all posts on Facebook pages going unanswered with response rates on Google, Yelp, and other review sites about the same rate?
Many brands are missing a chance to gain new clients and customers as 88 percent of individuals say they are less likely to do business with a company who fails to respond to these incidents openly and online.
Paying attention to customer complaints on Facebook and Twitter could lead to more sales online. Customers have taken to social media when it comes to customer service complaints because of the convenience and lack of waiting on hold to speak to a customer service representative.
Recent reports have shown that customer complaints that are resolved through social media result in a 21% increase in sales than if customers were to engage in traditional forms of customer service methods such as calling, emailing, or writing an actual letter. Compare that to just 11% more sales from those traditional means.
“It’s not about being perfect, it’s about the response,” says Deborah Mitchell, a clinical associate professor of marketing at Ohio State University to the Wall Street Journal. “People like to feel like the company was proactive in responding, and bent over backward to fix it.”