Presented on June 29, 2014 for Social Media Day Miami 2014 at the Arscht Center for Performing Arts. I presented five steps for dealing with unhappy people and trolls in your social media feed and how to turn haters into ambassadors.
2. HERE’S A GUARANTEE …
•SOMEONE, SOMEWHERE WILL GET MAD ABOUT YOU OR YOUR BUSINESS.
•THEY WILL TURN TO SOCIAL MEDIA TO VENT ABOUT IT.
•IF YOU DON’T RESPOND, THEY WILL BECOME REALLY MAD AND CREATE A BLOG
DEDICATED TO HOW MUCH YOU SUCK.
#SMDAYMIA JUNE 29, 2014
5. • BRANDS ARE LEAVING
PEOPLE FRUSTRATED
• 59% OF COMPANIES
MONITOR FOR MENTIONS
IN 2014; DOWN FROM 70%
IN 2010
#SMDAYMIA JUNE 29, 2014
6. STEP ONE: PLAN
•GET POSITIVE STORIES OUT THERE ON A REGULAR BASIS
• ENCOURAGE YOUR HAPPY CUSTOMERS TO LEAVE REVIEWS ONLINE
•HAVE SPECIFIC STEPS FOR HOW YOU WILL MAKE THINGS RIGHT
• REFUND? COUPON? LIFETIME SUPPLY OF TACOS?
• CUSTOMER SERVICE EMAIL (WITH A REAL PERSON BEHIND IT) OR PHONE NUMBER
• SET THE EXPECTATION INTERNALLY – 4 HOURS OR 24 HOURS TO RESOLVE IT?
• EMPOWER YOUR STAFF TO MAKE THE DECISION & MAKE IT EASY
#SMDAYMIA JUNE 29, 2014
7. STEP TWO: MONITOR
• USE HOOTSUITE, NUTSHELL MAIL, TWEETDECK ,
FACEBOOK NOTIFICATIONS OR TWITTER SEARCH
• HAVE MORE THAN ONE SO YOU DON’T MISS A BEAT
• IF YOU DON’T, SOMEONE ELSE WILL… MAYBE EVEN
YOUR COMPETITION
#SMDAYMIA JUNE 29, 2014
11. Please Do Not Feed the Trolls. It is unkind and unnecessary.
12. STEP FOUR: OFFER TO RESOLVE IT
• DO IT IN PUBLIC ON THE CHANNEL IT APPEARED
• ASK THE PERSON TO:
• SEND A DM
• CALL A SPECIFIC PHONE NUMBER
• SEND AN EMAIL
• IF YOU KNOW THE CUSTOMER, CONTACT THEM
DIRECTLY
#SMDAYMIA JUNE 29, 2014
13. DELIVER ON THE PROMISE
If your handle says
“cares”, then show
you care & stop
selling to me.
#SMDAYMIA JUNE 29, 2014
14. STEP FIVE: LEARN FROM IT
• ALWAYS LOOK TO IMPROVE CUSTOMER SERVICE
• WAS IT AVOIDABLE?
• IS THERE A MISSED OPPORTUNITY?
#SMDAYMIA JUNE 29, 2014