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Avoiding a Social Breakdown – Keeping Your Cool When the Tweeting Turns Sour

Posted in: Blog, Twitter by SpiderWriters on September 8, 2009

The one good thing about social media sites like Twitter and Facebook is that they bring people closer together. Consequently, the one bad thing about these sites is that they bring people closer together…sometimes too close for comfort. Micro-blogging functionality has increased the casual nature of conversation and the way people receive news updates – it seems people rely less upon the established media in favor of reading bloggers and “tweets” passed along the virtual grapevine.

Back in the day, Internet etiquette warned against typing message in all caps as it implies shouting, and even now the lack of vocal inflection could lead one to misinterpret the tone in which an online message is relayed. A tweet or status update meant to be light-hearted could be taken the wrong way and lead to ill will, and this is especially not good if you use social media to promote your business.

Recent flare ups in the social media sector demonstrate the potential of backlash. When Honda created a fan page for its 2010 Crosstour model, Facebook users unleashed a stream of negative feedback that prompted the automaker to respond with a polite open letter. The attraction to celebrity Twitter users, while giving some the comfort of a virtual camaraderie with a beloved entertainer, could also prove volatile. Followers of actress Demi Moore learned this through a recent, heated back and forth with gossip blogger Perez Hilton.

While your company’s social profiles may not have the same level of fans as a top car manufacturer or Hollywood star, it doesn’t mean your products or services may escape online scrutiny unscatched. As Internet users turn more toward consumer opinion for references (TripAdvisor for travel suggestions, Yelp for restaurant reviews, and so on), the probability that somebody may broadcast a negative review increases. What do you do when that happens?

First things first: don’t panic. It won’t help your image on any social site to lash back at criticism. Once you press send your words are out there, and even if you backtrack and try to erase a tweet there is the chance somebody will have forwarded it on before you can do that. It’s best to approach complaints with a clear head. Address each blog comment, message board post, or tweet personally and professionally, choosing your words carefully to defend your position without looking defensive.

Offer restitution: In the Internet age, the customer is still always right. If somebody feels he has not been treated fairly and decides to let the world know, damage control is usually in order. Depending on your business, you can offer some kind of compensation in products or refunds – handle the situation as you would if somebody came to your store or office.

Above all else, listen: Put a human voice behind the social pages, and listen to your customers/clients. The more responsive you are online to them builds a trust that carries through to people who find you in search.

Words are powerful, more so when used as weapons, so it is important to choose yours with care. Be mindful of online critiques and keep a calm head so you can avoid the ugly side of Internet socializing.

Kathryn Lively is a freelance writer specializing in articles on professional SEO writing services and travel site SEO services.