Social media has evolved into an amazing outlet that allows businesses to share their products, brands and company cultures with their current customers while reaching new, potential consumers. These channels allow customers to both engage with the business, and interact with other enthusiasts that follow and support that business. In a perfect world, an online community will proudly support and recommend a business to others, but that isn't always the case. Negative comments and reviews are a reality. It is a company's obligation to address this feedback with a tailored response that reflects the nature of the incoming comment. But how?

Assess the situation

Typically, there are four types of feedback that a business receives. It is always recommended that comments are evaluated before responding.

Informative: Urgent or pressing feedback includes comments such as, "Your website isn't loading" or "I am trying to call your business and no one is answering my call." Information like this isn't negative, but more of an "FYI" to elicit a reaction to improve a consumer's convenience.

Response: Thank the customer for bringing this forward, assure them that the issue is being looked into, and see to their request (if applicable).

Constructive: As the name of this type of comment suggests, constructive criticism is meant to be taken positively and is typically a genuine suggestion to help improve a business or product quality. Customers, especially those who are the most loyal, may see some room for improvement and feel the need to let a company know.

Response: Thank the customer for the suggestion and notify them that you will consider their suggestion or inform them of the reason why you do things the way you do. ALWAYS end on a positive note.

Code Red: Businesses are not expected to be perfect. When things do go awry, the old saying, "Don't sweat the small stuff," does not apply to social media. Customers tend to show their true colors when an experience doesn't go their way, no matter the size of the issue. These people typically strike out online, and more often than not, refuse to be consoled.

Response: In certain situations it can be difficult to move forward, depending on the customer's level of influence. These particular circumstances may require a more specialized effort – it varies with the scenario. It may be best to simply apologize for the situation, make an effort to resolve the matter, and move on.

Spam: Just plain old nonsense. On social media there are several avenues of spam filled with people who will use a negative comment about any product or service (whether true or not) to promote a competing service. The good news, most consumers are savvy enough to view this as garbage.

Response: No response needed. Depending on the site, you may be able to flag or report the feedback and have it removed for promoting another business. Some may see hiding or removing the content as censorship, but thankfully most rational people will understand why a "spammer" has been silenced.

Tips & Reminders

When consumer's negative input arises on social media, be prepared to turn the tables with a positive and compassionate response. Always try to switch the comment around by showcasing your positives, while making the customer feel like they were heard and acknowledged. When in doubt, be sure to read through your proposed response and ask yourself how it would be received if you were the consumer, and always remember the following guidelines to resolving negative feedback.

• Don't be defensive, even if the customer is wrong. In the digital world, the customer is always right.
• This is "potentially" still your customer, so thank them for their business and suggestions.
• Be specific about the customer's experience and mention any changes you've made as a result.
• Don't argue with the customer or nitpick the review.
• If you are upset, come back and message this customer another time.