Twitter For Business – Advice on What Not to Do!
In my last article, I told a story about a newcomer to social media who offered a large social media contract for her company’s business based on the power of a single thoughtful thank you for a Tweet some months before.
What happens when the interaction goes the other way? When a company is thoughtless, rude, or flippant, and it goes viral?
Anyone catch what happened a couple of weeks ago now that NFL football season is underway?
Normally I’m a college football fan (Auburn!), but it seems the Kansas City Chiefs need a lesson in how to talk to their fans – the disgruntled ones – on social media.
Here’s how it went down. A long time KC Chiefs fan tweeted a friend about his perspective on the team’s management. Specifically, he used a few, shall we say, choice words referencing both the Chiefs’ losing record and the salaries of its owners. Now, his Tweet was pretty bad. But the KC Chiefs staffer who responded did so in a way that was snarky and rude. Then blocked him on Twitter.
Now, it just so happened that this particular fan wasn’t just any old fan. He was one with a job of, you guessed it, social media management. So he started a Reddit thread about the whole thing that started taking on a life of its own.
Eventually, someone from the team apologized via Twitter to the original disgruntled fan. Unfortunately, because they’d blocked him on Twitter, well you guessed it. He couldn’t see the apology.
The story went viral! The fan appeared on local television stations, several radio shows, and even Yahoo picked up the story.
Now, my momma taught me that if you don’t have anything nice to say, you shouldn’t say it at all. And you certainly shouldn’t shout it from the rooftops.
That’s kind of like Twitter. And the fan shouldn’t have tweeted something that rude, in my opinion. But the Kansas City Chiefs should have known better, too. And to respond to any fan (aka customer) like that is a big ol’ no-no for a major brand! In the end, in that kind of conversation on Twitter, the party who will always end up looking bad is the brand, not the customer.
Twitter For Business Brand Management Tips
Ways NOT to Respond to Negative Customer Feedback On Social Media
If a customer posts negative feedback online, ignoring it will not make it go away. It only makes it get worse. I can’t say it much plainer than that!
Do not respond to a negative comment in kind. I promise, the only one who will look bad is you.
Do not respond with a fake apology. Nothing, nothing, nothing can kill your engagement like hypocrisy or anything that looks like it.
Removing critical feedback never works. Repeat after me: Removing negative feedback never works. Somehow, someone will always see it. All it does Is make you look worse.
Do you have a story of having to respond to negative customer feedback via social media? I’d love to hear!