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Amol Ghemud Published: August 14, 2018
Summary
Check out the brand new insights into lesser-known social media marketing strategies used by successful multinational corporations (MNCs). It highlights the importance of creating personalized experiences for customers, developing an efficient content marketing strategy, building a community, diversifying content, utilizing brand advocates, choosing relevant social media channels, establishing a social media budget, and running cross-channel campaigns. These strategies are aimed at enhancing brand awareness, engagement, and ultimately, business growth through social media.
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The phrase ‘spread like a wildfire’ can now be better used as ‘spread like social media’. The rate at which information is getting created and spread on all these platforms is just crazy.
“What the hell, a hair in my oreo shake! This place sucks.”
Spreads like a wildfire? Yes, perhaps faster than that.
The amount of “things” having a presence on social media is just mind-boggling. Living as well as non-living. Every other thing is on social media- cats, dogs, trees, roofs, monuments, etc. Humans too, of course.
With SO MUCH activity going on social media, getting a negative comment on your product or brand is no big deal even if your product and service is good and your business is growing rapidly (Coz Hey, not everyone is perfect).
If you have a winning social media strategy then you can even turn it into an opportunity to get more leads and take your business to new heights.
Here’s a workbook which will help you develop an effective strategy for all your social media marketing needs. Fill it up and see yourself get that clarity in setting your social media goals and use it to achieve great results.
There is a high probability that someone somewhere is not going to like it and is surely going to voice their opinion on social media. (Unless your product really sucks and everyone is bad-mouthing on social media. In that case, you, my friend, have a serious problem)
Well, looking at the pattern of the people posting negative comments, they get great satisfaction in doing so or they have nothing else to do. They get that much needed attention from like-minded naysayers and feed each other’s ego.
But anyway, it is good that they are doing so. Most of the times, businesses get a good idea about what is going wrong and what needs to improve.
Okay so let’s say you have got a bad review(s) or a negative comment(s). You have two choices. Either you can panic that something bad about you has reached hundreds of users and consider yourself doomed or pull up your socks, take ownership and think this as an opportunity to make yourself stand out.
Afterall, “It is our choices, Harry, that show what we truly are, far more than our abilities.” – Albus Dumbledore. (sorry, if you aren’t a potterhead)
To panic is a choice. If consider this as an opportunity is a choice. (To ignore and not do anything is also a choice, which is much worse. )
We assume you choose to do something. (Coz you are a winner. Why would you be reading this article if you were not?) So what to do if you come in a scenario where you have to handle a negative comment on your social media?
Before we get into the how, let’s first look at why it is so critical to deal with negative comments properly.
The main reason is because everyone can see it. Social media is transparent. It is public. Everyone can see and read negative comments.
What do most people do after reading negative comments? They draw conclusions, they judge you, they take part in the discussion.
Also, they tell about it to their friends. The basic of human nature- whatever people like or don’t like, they share. This spreads and spreads and can tarnish your business’s reputation.
In order to stop this, you need to have a concrete content marketing strategy to deal with negative comments. If you are able to turn it your way and use it as an opportunity, then it can really boost your company’s image and give your brand free publicity.
Whether it’s a personal profile or a company account, responding to critical comments is necessary to manage any online presence. For the sake of preserving your good name and forging stronger bonds with your audience, it’s critical to respond to criticism in a thoughtful and helpful way. The following are some tips for dealing with critical remarks and examples of how to reply:
Be alert
Stay constantly online. Constant vigilance (as Mad-eye would say). Whenever a notification comes, be sure to check it ASAP.
Don’t panic
Be calm.. Don’t take it personally. Take it easy. Keep it cool. Do not delete the negative comment.
Let someone responsible handle it!
If you see a negative comment and you aren’t the right person to handle it, notify the right person ASAP.
To avoid unnecessary confusion in future, make sure that it is only a single person who is handling negative comments. The right person means, anyone who has complete knowledge about all aspects of the product.
Also someone who has people skills. Soft and fluffy. (You don’t want to have someone who will abuse the one who has written the negative comment in the most beautiful and wonderful way)
It’s always a good idea to respond before other people join in and add further negative comments.
Keep record of it
It is always useful to document the negative comment in some or the other way. The best way is to take a screenshot.
Apologize if necessary
Apologize (Even if it isn’t your mistake). People don’t like being corrected. Run an analysis of what went wrong. You can say that you are sorry and will get back to them as soon as you have found out what went wrong.
Make personal connect
Respond in a calm and polite manner. Do not say anything which will create an uproar and spark a debate. Never copy and paste ready-made replies. Use their name. Make a personal connection.
The Feel-Felt-Found strategy comes handy in most cases to deal with negative comments.
For example, you can first say that you are sorry for the inconvenience caused. Next you can say that if something similar would have happened to you, you would respond in a similar way. Then you can come to the matter, tell them what you found and give your insights in the issue.
Make amendments
If it was really a mistake on your part, make amends. Thank them for pointing it out and bringing the issue to your notice. Ask them what you can do to rectify/repay. Send them a free goody or voucher if that works.
Ultimately, it depends on the skill of the person who is handling the response. If he/she is able to handle it well, then it can also be a positive experience for your brand which will lead to more customers.
Be witty if needed…
That being said, there will be some stupid negative comments which make no sense and which give you an opportunity to frame a witty reply and get people’s attention.
Having said that, it is necessary for you to be well updated when you are handling big brands. Your social media strategy should aim to turn adversity into advantage. So if you get a negative comment on social media, think of it as a brilliant opportunity.
If you have some specific questions like the following, we have tried our best to answer them. If you still have more, please mention them in the comments section and we will answer them.
(No negative comments here please or should we say post a negative comment and we’ll give you a demo of how to handle it ?)
Here are some examples of possible responses to various kinds of critical remarks
Example 1: Complaint Regarding Service
Comment: “Your level of customer service is appalling. For days, I’ve been anticipating an answer.
Response: We sincerely regret the delay in our response and apologise for any inconvenience this may have caused. Your complaint has been forwarded to our support staff, and they will contact you shortly.
Example 2: Product Issue
Comment: “Your stuff was defective after only a week! I’m really bummed out.
Response: We sincerely apologise that you are experiencing problems with our product. I want to assist in finding a solution because we’re dedicated to offering high-quality products. Please send us a message with further information about the problem.
Example 3 – Conflicting Content
I find it unbelievable that you are promoting this. Everything I hold dear is in conflict with it.
Response: “We appreciate you sharing your viewpoint. We value a range of perspectives. We want to encourage dialogues that advance understanding. We’d like to hear your ideas for upcoming content themes.
A potentially detrimental scenario can be turned into an opportunity to show your dedication to client pleasure and involvement by responding constructively to unfavourable remarks. It demonstrates your attentiveness, willingness to consider criticism, and commitment to finding positive solutions.
Is it ok to ignore or delete negative comments on social media?
No, it’s not. We repeat. Do NOT delete any negative feedback, reviews or comments. Why? Because first of all you are visible to everyone on social media. It is important that people see you handling everyone’s comments. This shows that you are interested and really care about your customers’ opinion.
Secondly, it might upset the customer if you delete his/her negative comment or choose to ignore it. This leads to him/her getting more frustrated, annoyed and angered. The result is that they will bad mouth about you with double the intensity as if your competitor is paying them to do so.
If you are 110% sure that someone is unnecessarily trolling you and saying real bad words, then and only then it is ok to delete their comment or give a witty and sarcastic reply.
How fast should you answer negative comments on social media?
ASAP. Aim to respond within 15 minutes when a negative comment shows up. People judge you on how fast you reply. The faster, the better. People don’t care how much you know. People value how much you care.
Who should respond to the negative comments on social media?
Follow this criteria:
It should be a single person
He/She should have knowledge of social media
She/he should know about your product and service through and through
He/She should be good at dealing with people.
What should you do if someone is badmouthing without any reason?
eg. A competitor
Your perfect opportunity to frame a witty reply, stand out and get that much needed attention. But be sure that you do this when you are 110% sure that it is a competitor or a troller.
The phrase ‘spread like a wildfire’ can now be better used as ‘spread like social media’. The rate at which information is getting created and spread on all these platforms is just crazy.
How do you respond to a negative comment?
The best way to respond to a critical remark is with tact, empathy, and professionalism. A step-by-step instruction on how to successfully respond to a critical comment is provided below:
Take a moment to think
Accept the comment
Show empathy
Offer an Answer or Clarification
Be professional
Be professional
Encourage confidential communication
Be Brief
Be Brief
Concentrate on Resolution
Conclude with a flourish
Pay attention to the conversation
Here is an illustration of a retort to a critical comment:
I’m quite dissatisfied with the quality of your most current goods. Within days, it was broken!”
My sincere apologies for learning about the problem you had with our product. We get how upsetting that might be. This scenario worries us because we’re committed to providing high-quality products. Please direct message us with more information regarding the product and your experience. We want to fix this and put things right quickly.
How you respond to criticism may affect how others view your brand and your dedication to client happiness. An unpleasant circumstance can be turned into an opportunity to gain the audience’s trust and deepen your relationship by providing a thoughtful and sympathetic answer.
How to respond to a negative comment on a social media with example?
When responding to a critical comment on social media, you need to use a measured approach to address the issue and keep a positive, professional image. Here’s how you can react:
Speak to the User Specifically
Show empathy
Offer a resolution or justification
Make it Brief
Promote more communication
Display Dedication
Conclude on a high note
How do you respond to a bad comment on Instagram?
Responding to a negative Instagram comment involves thoughtful analysis and professionalism to retain a positive online reputation. The following steps are to be taken:
Consider pausing
Stay composed and polite
Address the problem
If applicable, offer solutions
Place boundaries
Refrain from deleting comments
Finish on a positive note
Avoid having lengthy debates
Remain professional and respectful, especially when dealing with criticism, because your responses reflect your brand or personal image.
Why are there negative comments on social media?
Due to the variety of online interactions and human behavior, negative social media comments can be caused by various things. Below are a few causes of unfavorable remarks:
Anonymity
Divergences and conflicts
Miscommunication
In search of awareness
Expression of frustration
Trolling
Irritation and envy
Factors in culture and society
Remember that not everyone on social media posts unfavorable things, as some may claim. There are also a lot of beneficial interactions and insightful discussions. Individuals can approach such situations with empathy and a more positive outlook if they are aware of the motivations behind the reasons why people make harsh comments.
Watch How Pros Manage Negative Comments on Social Media
For Curious Minds
The 'wildfire effect' refers to the rapid, public, and often uncontrollable spread of negative feedback online, posing a significant threat because it is visible to a vast audience of potential customers. A proactive response is essential not just to solve one issue but to manage public perception and demonstrate brand accountability to everyone watching. The transparency of social media means a single complaint, like the hypothetical hair in an oreo shake, is no longer a private matter. It becomes a public test of your company's character. A well-crafted response strategy is built on:
Speed: Addressing the issue quickly before it gains momentum.
Ownership: Taking responsibility without being defensive.
Redirection: Moving the detailed conversation to a private channel while posting a public resolution.
Viewing these incidents as opportunities for public trust-building, rather than just damage control, is the key to turning a potential crisis into a showcase of superior customer service. You can learn more about crafting this strategy in the full article.
Viewing a negative comment as a PR opportunity fundamentally changes your goal from merely pacifying one person to strengthening your brand's image for the entire audience. This approach builds long-term trust by publicly demonstrating your company's values, transparency, and commitment to customer satisfaction. Unlike a private customer service interaction, a public response is a performance for current and future customers. Your handling of the situation becomes a powerful piece of marketing content. For example, responding to the customer with the compromised oreo shake with empathy and a swift resolution shows everyone watching that you are a brand that listens and cares. This approach helps you:
Build social proof of your excellent service.
Control the public narrative around your brand.
Gather valuable, unfiltered feedback for product or service improvement.
This strategic mindset transforms critics into a source of insight and reinforces a positive brand identity. Explore how to operationalize this shift by reading the complete guide.
The decision to reply publicly or move to a private channel depends on the nature of the complaint and your strategic goal. An initial public reply is almost always necessary to show accountability to the wider audience, while the follow-up should be private to handle sensitive details and resolve the specific issue efficiently. A hybrid approach is often the most effective. Start by posting a public, empathetic comment acknowledging the issue and apologizing. This shows other users you are responsive. Then, in the same comment, ask the user to send a direct message with their contact details or order number to resolve the problem. This strategy allows you to:
Demonstrate transparency and attentiveness to the public.
Protect the customer's private information.
Avoid a lengthy, negative back-and-forth on your main feed.
The key is to publicly own the problem but privately solve it. Discover more nuanced tactics for managing this critical interaction in the full post.
A swift, empathetic, and transparent response can turn a single complaint into a testament to your brand's integrity. By addressing the issue publicly, you show every onlooker that you take customer concerns seriously and have processes in place to correct mistakes, building credibility that extends far beyond the original complainer. Instead of a simple apology, an effective response to the oreo shake incident would involve three key steps. First, publicly apologize and validate the customer's frustration. Second, explain the immediate steps you are taking to investigate and prevent recurrence. Third, offer a resolution and take the conversation offline for personal details. This transforms a negative event into a live case study of your excellent service. This approach not only resolves the immediate problem but also reassures prospective customers that if something goes wrong, your brand will handle it professionally. The complete article offers more examples of turning negatives into positives.
Successful brands de-escalate a 'pile-on' by focusing on a calm, singular, and authoritative response that addresses the core issue without engaging with every individual naysayer. This prevents the brand from getting pulled into multiple, unproductive arguments and recenters the conversation on resolution rather than outrage. The key is to act as the voice of reason and control the narrative. Instead of fighting fire with fire, leading companies will:
Post one clear, public statement acknowledging the original complaint.
Outline the steps they are taking to resolve it.
Politely state that they will not engage in unproductive commentary but are focused on a solution with the affected customer.
This strategy respectfully disengages from the mob mentality while demonstrating responsible leadership. It starves the 'naysayers' of the attention they seek and shows the broader audience that your priority is constructive action. Find out how to craft such statements in our detailed guide.
A small business can establish an effective monitoring system by implementing a few core practices and tools to stay organized and responsive. The goal is to create a manageable workflow that ensures timely replies without overwhelming your limited resources. A practical, four-step process helps you maintain control and responsiveness.
Step 1: Unify Notifications. Use a social media management tool or activate push notifications for all comments and mentions on your phone to centralize incoming feedback.
Step 2: Assign Ownership. Designate one person as the primary monitor for each shift or day to ensure accountability.
Step 3: Create Response Templates. Develop pre-approved (but customizable) templates for common issues to ensure speed and a consistent brand voice.
Step 4: Schedule Check-ins. Set aside specific times each day (e.g., morning, noon, and end of day) to formally review all channels.
This structured approach replaces panic with a predictable process, allowing you to handle criticism professionally even with a small team. Learn how to refine this system in the full article.
A single poorly handled comment can create a lasting negative asset that surfaces in search results and social feeds for years, continually damaging brand credibility. Its long-term impact extends beyond initial embarrassment to actively deter future customers who research your brand online. Unlike a fleeting verbal complaint, a digital one is archived and searchable. A defensive or ignored comment can become the top result when someone searches for reviews of your business, creating a permanent red flag. The evolving consequences include:
Reputational Erosion: The comment serves as persistent negative social proof.
Reduced Conversions: Potential customers see the interaction and choose a competitor.
Negative SEO: The URL of the complaint can rank for your brand name in Google.
Failing to manage one comment is like leaving a permanent pothole on your digital doorstep. The full article explores strategies for mitigating these long-term risks.
Brands must balance speed with sincerity by creating a response framework that empowers teams to act quickly without sounding robotic. This involves using customizable templates and clear guidelines, rather than fully automated replies, to ensure each response feels personal and empathetic. While automation can help acknowledge a message, it cannot convey genuine concern. To maintain a human touch, your strategy should prioritize personalization within a structured process. Empower your social media team with:
A clear tone-of-voice guide: Define how your brand expresses empathy and ownership.
Pre-approved but editable templates: Allow for quick drafting but require personalization, like using the customer's name and referencing their specific issue.
Clear escalation paths: Know when a manager needs to step in to provide a more detailed, authoritative response.
This approach ensures your brand is both fast and thoughtful. Discover more ways to humanize your digital interactions in the complete guide.
The most common and damaging mistake is panicking, which leads to two poor choices: deleting the comment or responding defensively. The single most important action to take instead is to pause, take a breath, and post a brief, public acknowledgment that you have seen the comment and are looking into it. This simple holding statement buys you time while showing other users that you are attentive and not ignoring the issue. Your first move should be to control the narrative by demonstrating responsiveness. Deleting the comment infuriates the user and makes you look guilty, while a defensive reply escalates the conflict. A calm acknowledgment like, "Thank you for bringing this to our attention. We are looking into this immediately and will get back to you shortly," achieves three goals:
It validates the customer's feeling of being heard.
It stops the commenter from posting again out of frustration.
It signals to the public that you are on the case.
Learn more about this crucial first step in the full article.
Ignoring a negative comment is worse than a flawed response because silence is interpreted as guilt, indifference, or incompetence by the public. This inaction allows the negative narrative to grow unchallenged, leaving the customer's accusation as the only story, which can permanently damage brand trust. A flawed response at least shows you are engaged and trying, which can be forgiven. Silence, however, creates a vacuum that other angry customers and onlookers will happily fill with their own negative assumptions. The long-term damage from this passive approach includes:
Loss of Trust: Onlooking customers assume you do not care about feedback.
Narrative Hijacking: The disgruntled customer's version of events becomes the accepted truth.
Amplification: The original poster becomes more enraged and posts more frequently and widely.
A proactive strategy, even an imperfect one, demonstrates accountability. The full article details how to build a proactive response plan.
A savvy marketing team creates a formal feedback loop that channels social media criticism directly to the relevant departments, turning complaints into a free source of market research. This strategy reframes negative comments as valuable data points that can guide innovation and improve messaging. Instead of treating each complaint as an isolated incident, your team should systematically categorize and analyze feedback to identify patterns. To implement this, you can:
Tag and Log Complaints: Use a spreadsheet or social media tool to categorize feedback by theme (e.g., shipping, product quality, customer service).
Hold Cross-Functional Meetings: Regularly share these insights with product and operations teams.
Create 'You Spoke, We Listened' Content: Publicly announce changes made based on customer feedback to close the loop and show you value their input.
This transforms your social media from a defensive battleground into a proactive engine for business improvement. Explore this concept further in the complete workbook.
Unanswered negative comments directly erode key business metrics by acting as powerful anti-testimonials at critical points in the customer journey. They introduce doubt and friction, measurably lowering conversion rates as potential buyers abandon their carts after seeing unresolved issues from other customers. The impact is tangible and financial. When a potential customer is evaluating your brand, they often check social media for authentic feedback. An ignored complaint about product quality or poor service acts as a major red flag, directly affecting metrics such as:
Conversion Rate: Shoppers lose confidence and decide against a purchase.
Customer Acquisition Cost: Your marketing dollars are wasted on leads who are scared away at the final step.
Customer Lifetime Value: Existing customers who see others being ignored are less likely to remain loyal.
These comments function as public proof that your brand might not be a safe choice. The full article explains how to protect these vital metrics.
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
Growth Strategy and Planning
