Facebook comments are one of the most basic forms of interactions on the site. They
allow people to share ideas, connect with one another, or even disagree. That’s
the beauty of Facebook; it allows for the free flow of ideas and interaction. Let’s
discuss the good, the bad, and the ugly of Facebook User-Generated Content and how to manage it.

 

A Good Relationship Starts with Good Communication

Comments
appear under every type of post on Facebook. On the news feed they tend to be
hidden in the tool bar with Likes and Shares. Once you tap the comment button
it opens a feed of every comment on the post. The comments can then be sorted
in 3 main ways;

1. The ‘Most Relevant’ filter.
This shows comments from friends, and those with the most views, reactions,
replies, and more at the top of the feed.

2.
Chronological filter.
So, the newest comments will appear at the top of feed and be continually updated.
While the oldest ones will be at the bottom.

3. ‘All Comments’ filter.
This shows every comment on the post, including posts in different languages, and even spam comments. This is the broadest scope filter that allows you to see everything at once.

The most popular comments are a majority positive. However, there is a possibility that a negative comment can pop up. Because of this it’s important to know how to handle negativity on Facebook.

 

“…the internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions.” Danielle Sacks

Positive
comments or posts about your company aren’t the only thing that can help draw engagement
to your posts. Here are 2 simple ways that can help give you that performance
boost that your post may need.

1. Fan-centric Content

If you’re a coffee shop, you
don’t always want to post coffee related content. Forcing yourself into a box
can cause content to become stale and boring. So, focus on what your customers
or fans may like. You can post facts or stats that your customers may find
interesting. Or, connect your content with current events such as a sports game
or new movie release. Even tell a joke! Making people laugh and keeping followers
entertained is an easy way to retain social media followers and can make your
job even more fun!

• Interactive Content

Along with focusing on content
catered to your followers, you can create content that gets customers directly
involved. A great form of this is starting an open discussion in your comments
section with a question. Ask followers what they think of a new product, a
current event, or even ask about their favorite foods and hobbies. Creating
organic dialogue is a great way to create and maintain relationships with users.
After all, Facebook is a social media platform. So, get out there and be social
with your customer base!

Handling the Negative Ned’s & Nancy’s of Facebook

Negativity
towards your business or page can be present in many different forms. This
includes, but is not limited to, comments, reviews, and other personal posts in
which they tag a page. With the potential for negative feedback to be published
in association with your page, here are a few things you can do to help weather
the storm.

1. Make it Private.
   Because you interact with real people in real time, it’s impossible to know
   where a conversation may lead. That’s why it’s important to get crucial
   negative feedback off the main news feed, if possible. Opening a private chat
   with an unhappy customer is a great way to remove negativity from your page. As
   well as deal with things in a private personal manner, in which the customer or
   fan feels their concerns are genuinely being cared for.

• Keep it Professional.
  When this conversation is brought off the main page, it is still important to
  respond in a professional manner. Because emotions tend to play a role in
  negative situations, it is important to be the bigger person. React with
  patience and listen to the customers concerns. Because if you were to act in a
  disrespectful way, that information can be shared on the platform. Ultimately
  hurting your brand image even more than the initial negative post or comment.
  It is a classic saying, but it still holds true to this day; the customer is
  always right! At the end of the day, you wouldn’t be able to run a business
  without them. So, treat them with the utmost respect and try to put yourself in
  their shoes.

• Be the Bigger Person.

And there is going to be issues that come up, it’s human
nature. None of us are perfect, we all make mistakes and it’s important to own
up to them. Because at the end of the day we are all humans on Facebook. We all
feel sympathy and are more likely to apologize
for a wrongdoing, if you are honest and transparent with your mistakes.
Customers are more likely to accept your apology than if you were to try and
hide it before anyone saw.

            Remember
everything that is put on the internet is on the internet forever. So, be open,
honest, and humane when dealing with negative feedback on you Facebook page.

 

Bring the Best of your Authentic Self to Every Opportunity – John Jantsch

Speaking of ‘The customer is always right…” A lot of the same tactics go in to dealing with customer service as negative comments.

            Depending on your company size, there may be numerous customer service inquiries that are being created every minute. So, it’s important to consolidate and delegate these to the best of your ability. Respond to the most pressing issues first, as they require the most attention in the moment. If the issue is negative or may take some time, it’s important to move the conversation off the news feed. This insures privacy and helps keep negative brand thoughts off your feed. Never let customer service inquiries go unattended. The swiftness in which you respond to customer complaints can say a lot about your company. Having guidelines in place to respond in a timely fashion ensure that comments are getting replied to and that you genuinely care about your customers.

            After dealing with negative or
pressing issues. Remember to be attentive to the positive comments. After all,
a happy customer is the best customer. If a customer takes time out of their
day to express positive thoughts about your company, be sure to acknowledge
them! A simple thank you goes a long way in this digital age. This will show
that your brand is totally customer focused and that you are truly listening to
your community. And plus, these positive posts and comments are a great way to
keep your engagement numbers up!

            Now, we understand you can’t be online chatting to your customers all day. There just isn’t enough time in the day to talk to every commenter. However, it is important to have a response strategy in place for when interaction occurs.

            A general rule of thumb is to try and respond to customers within 24 hours. Most users are sensible and realize you can’t be on Facebook all day, as well, but if they have not been answered within that same 24-hour window, followers can tend to become annoyed and may even mad. Don’t worry! Facebook has a few tools that can allow you to reply even if you’re not able to on your own. Facebook’s Messenger app allows followers to start a chat with business pages to discuss information. For example, if they wish to setup an appointment at a salon, they can go to a business page and an auto-chat bubble, also known as chat bots, will pop up. These automated AI systems help answer questions and allow appointment bookings easily. While this method shouldn’t 100% relied on, it is a life saver when businesses don’t have time to interact, right at that moment, personally.

 

Managing User-generated content with poise is necessary. Remember to interact genuinely, promptly, and professionally when dealing with negativity. And don’t forget to say thanks to all the positive feedback you receive!