Handling negative comments on social media is as important for managing your online reputation as social media is key in marketing your apartment community. Social media is great for leveraging leasing incentives, showcasing available units, or promoting upcoming events. But how and when to respond to mean, rude, or upset comments is an even more important factor. Respond too quickly to a disgruntled commenter and you risk not having enough information or too much emotion. Respond too slowly and your social media audience will critique you for being—you guessed it—unresponsive. Social media is a great tool, but sometimes good things can go bad. Keep things on the sunny side with a few extra tips.
Let’s go over the right steps to take when handling negative comments on social media:
Before Handling Negative Comments
It’s Not Fight or Flight
Take a deep breath and calm your nervous system.
Know Your Audience
Is this person a resident, applicant, or not attached to the community? Know where they are in the “funnel” so you can address the problems in the right way.
If it’s an internet troll (someone who is there to just disrupt your business and harass your company) take the appropriate steps. Report or flag the comment and block the account for bullying/harassment. Let the social media “police” take it from there.
Don’t Take it Personally
You represent a brand, not your person, on this social media account
Do Your Research
Ask your colleagues or manager if this problem has come up before. How has it been addressed? Quickly email your coworkers to find out if it’s been addressed or is in the process of being addressed so you can give those details (or some of those details) to the commenter.
While Handling Negative Comments
Apologize
That’s if you’re aware you did something wrong. Or if they’re upset. Sometimes a simple “I’m sorry this happened” can diffuse the situation and make the commenter feel heard.
Customer Service to the Rescue
Just responding through a comment shows off your best customer service through visibility and kindness. When you are responding, lay out the steps you’ll take to address it, even if it’s a simple: “I’m going to check in with our manager to make sure this never happens again.”
Get in Touch
Give the commenter a contact method off of social media: a phone number or email so they can take steps to contact you a different way. Be expecting that call or email so you can respond immediately and continue to fix the problem.
Ask Questions
Saying “when did this happen?” can be helpful in determining whether it needs to be fixed right away, is a recurring problem, or has just come to light recently. This will help you address the problem appropriately. It also gives the commenter the idea (which should be correct) that you’re actively working to find a solution.
Freebies
If the situation calls for it, give the dog a bone—offer a rent credit or a free gift by way of apology. For example, you can give the resident a gift card to a local coffee shop, and tell them that the coffee is on you! If an apology + $5 or $10 can keep a resident happy, do it.
After Handling Negative Comments
Follow Up if Necessary
Check back in with the commenter via DM, or if you have their contact info, take the opportunity to follow up within a week or two of the resolution
Investigate
Put your detective glasses on. Look into the root of the issue that was brought up so it won’t be a recurring problem.
Move On
Know that once you’ve done your best, there’s nothing more you can do. Hopefully all these steps helped resolve the issue, but sleep easy knowing that some people can’t be pleased!
Extra Tips on Social Media Reputation Management
If you’re struggling on social (even beyond negative comments), use zipcode to help you craft your feed to keep it light and breezy, with plenty of lead generation. Social graphics and social posts are our jam. If you’re not on social media, jump in! (It’s not as scary as we made it sound.) It’s actually a lot of cute animals and entertaining videos–speaking of which, check out our blog on creating videos that will be a hit on your social media.
Still need a few extra tips on social media reputation management? We got you.
Have responses in your notes section, with some customizable areas. Double check that everything is correct before you post it. This can help you have “go to” phrases that will make your response faster, while giving you a semi-scripted way to address the problem (removing emotion a bit, is always helpful–while still allowing some empathy to come through.)
Post regularly. Don’t be an absentee social media account. This will keep your audience coming back to see what else may be going on–whether it’s a resident event or a new lease incentive. If you’re having trouble figuring out what to post, create a social calendar, and schedule it out using graphics or photos straight from zipcode creative!
