Most often, at least insofar as my experience is concerned, when there is a conversation about customers or the public at large mentioning a company/brand online, it usually goes something like this:
“Well, you know, most of the time when someone goes to the trouble of mentioning a company it’s to gripe about them. Nobody takes the time to tag a company or leave a comment if something really good happened.”
There is a whole library of content about how to deal with negativity online. How can you differentiate between a legitimate complaint and a troll? How can you prevent a legitimate grip from morphing into trolldom? What do you do with a troll? However, in all of my years playing in the world of social media, I’ve seen precious little written about what to do if someone actually mentions you in a positive context online. Yes, it really happen. I have seen it and, well, I have done it!
The sad fact is that in I about 7 out of ten cases, I would say, a positive mention, a positive review, or a positive comment goes unnoticed and unanswered. All of the attention goes to the negative comment or the one-star review. Unfortunately, companies are missing a tremendous opportunity by failing to respond to the good stuff. Here are some factors to consider:
- Someone who takes the time to say something positive about you, on his/her page or on your company page is obviously a fan, if only temporarily. Seeing that you don’t take those kinds of kind mentions for granted will stoke the flames of their love. Seriously, I’ve seen it happen.
- Commenting on a positive post draws more attention to it. Facebook loves seeing posts that have reactions and comments. Sad but true.
- Failing to respond to positivity while at the same time reacting right away to negative comments sends the message that the negative Nancies are the ones who are going to get the attention. People may see that a positive mention never gets noticed, so they may stop bothering.
- Responding to positivity online shows that you do not take your customers/fans for granted. They will appreciate that facet about you.
How can you find these positive mentions of which I speak? There are a few places to check on a regular basis.
MOST importantly, go to your own company Facebook page and click either on “notifications” or the tab on the left side called “Posts.” The latter will show you posts that people have made to your page as comments. Notifications will also let you know that someone has posted to your page, so either methodology will help keep you caught up.
The second thing you want to do 1-3 times a week is search your company name in the Facebook search bar. Doing this will reveal posts that have been made while people have been checked into your place of business (if applicable) and it will show you posts that tagged your company name. Usually these mentions will show up in the page’s notifications, too, but it never hurts to double check. Almost every company I have conducted social media research for has been very surprised about what I found not only about them but also about their competitors just by doing a really simple search on Facebook. The same can be done on Twitter and Instagram. Usually, if your page is tagged, you will at the very least be able to “like” the comment. Public posts are, of course, easier to comment on and interact with when you have the opportunity.
How can you capitalize on positive mentions? It’s extremely easy. Retweeting on Twitter, reposting on Instagram, and sharing to your Facebook page are always winners. Sharing customer reactions shows that you are listening, it reports to people visiting your page (including competitors) that people are saying good things about you, and it puts that fan in the spotlight, and let’s face it, most social media users love having a little attention thrown their way. Doing so can pay dividends even beyond that one instance. A person to whom you show gratitude may tell friends and family, “Hey, you know that restaurant where we had a great experience? Well, they shared my positive review!” That kind of PR can’t be beat. People will trust each other more than they trust you, a PR person, or a marketer. Unless the person they trust is ALSO a PR person or marketer. But you know what I mean.
Go over to your various social media outposts and seek any positive comments, reviews, or mentions, and DO something with those. Failing to do so is like seeing a mound of gold to mine and saying, “Nah, I don’t really need that right now.” Make that positivity work for you. You might just find that the negative reviews decrease in the process.
Image Credit: https://www.flickr.com/photos/torley/3674050796/ via Creative Commons