When commenters attack: how to respond (or not) to negative web comments about your company.
You’re so proud. After months…no, years…of research and hard work you’ve finally landed a story about your company on a major media web site.
Yippeee!
Thrilled, you call your business partners, your PR consultant (to brag), and you’re mom. Then you settle in long enough to actually read the article. Pretty good. A few bits of inaccurate information. But overall? Good. Now to read some of the comments below the article: wait a second…what are these people so angry about? Wait, that’s totally wrong!
Now what? Should you respond and tell them what’s what? Or let it go? Try to get them flagged for inappropriate comments?
The reality is this: what makes the web wonderful, exciting and valuable is exactly what makes it a challenge for those accustom to controlling the conversation about their brand.
The web is free.
Free in the sense that anyone can say anything. Free in the sense that there is no (real) barrier to entry. Free in the sense that it is completely anonymous.
The result is people spend a lot of time making negative comments. (We’re not even going to delve into the psychological reasons why.) So how should you respond?
- Take a deep breath. Because it’s free to comment and there is no fact check-checking, web comments on mass media web sites are one of the lowest forms of communication. Most people take them with an enormous grain of salt, generally assuming (and rightly so) that the commenters are not experts.
- Recognize who’s in control. Or more accurately, realize that you’re not. The days (if they ever really existed) of you tightly controlling the conversation about your company are gone. Technology let’s facts, opinions, rumors, and emotions flow freely. Be part of it. You gain nothing from sitting on the sidelines.
- Listen. No matter who’s saying something, it’s always important to step back and see what they’re saying hold some truth. Can you use this info to help improve your products? Or how you’re communicating about them. For all the rest…
- Consider the source. The more “mass media” web sites seem to attract bottom-feeder commenters. They enjoy spending time in the echo chamber and listening to themselves talk. As a general rule, the best strategy is to rise above the fray and ignore these commenters. If you feel a need to respond, do it generally, kindly, and factually. Do it once, then move on.
- Consider the source, part II. Just as mass media site commenters have less credibility, more focused bloggers often (but not always) have more. If the comments are on a heavily read trade blog, spend a little more time with them. You will likely want to dive in and be part of the conversation.
- Be honest, open and authentic - human. Two wrongs don’t make a right. Don’t respond to negative comments with a sales pitch. Commenters don’t want to be served the Kool-Aid. Instead, just layout what you know sincerely and transparently.
- It’s how you say it. The key to responding to comments is simple: if you can’t say something nice, don’t say it all. Deal with facts. Keep a positive, helpful tone. Smile when you write. This is not a battle. It is about education and joining the conversation.
- Extend an olive branch. Ask questions. Ask for constructive input. Invite your detractors to learn more or even offer to send them a free sample. Chances are most won’t take you up on it. And if they do, great! Either way, this kill ‘em with kindness strategy protects the integrity of your brand.
- Don’t run scared. Assuming that you conduct your business with integrity and you don’t manufacture crap, you probably have nothing to be afraid. Sure, some people may not like your products or think you’re full of it, but don’t let the vocal minority bully you from the world of publicity or social media.