95% of negative comments on Facebook don’t get any response, so the current approach to negative comments would appear to be to just ignore them.
Proponents for that tactic argue that no-one reads much beyond a couple of frames, so if you have lots going on then, in theory, the negative post will get lost pretty rapidly.
We don”t advise you to do that, or even worse, delete them.
A couple of months ago, one of our clients felt very tee’d off with their car dealer when his wife was pressured into paying out over £1600.00 for service items that her car did not need. He complained on the manufacturer’s
Facebook wall and found an hour later that his comment had been deleted.
The same happened when he reposted the complaint – with no response from the manufacturer or the dealer.
So he blogged about the experience, and reposted to the manufacturers’ wall hourly for the next two days, linking to his blog.
Each time his post got taken down within an hour.
What the manufacturer didn’t know was that he drove over 400 people to the blog, of whom around a quarter said they would now drop that manufacturer from their shortlist.
100 new car sales lost at an average of £40k per sale? I’d say that was a very expensive approach to social media, especially in this market.
If you are taking social seriously, then you should have 24×7 monitoring and a dedicated, empowered team able to respond to the problem and calm down the unhappy customer.
The important thing is to get the conversation out of the public domain as soon as possible, and make sure that the complaint is seen to have been answered in near-real time.
24, 48 or 72 hours later is not acceptable.