3 Foolproof Ways to Use Negative Comments on Social Media to Boost Your Sales

3 Foolproof Ways to Use Negative Comments on Social Media to Boost Your SalesNo one likes to be bad-mouthed. Especially online on your social channels, where it’s out there in plain sight for all to read. And when it comes to your business, negative comments could reflect poorly on your brand and, ultimately, cost you sales -- yikes. Well, sort of. If you don’t manage your negative comments on social media properly,thenit could be bad news for your revenue stream. But, if you respond the right way, you can turn those negative comments around and avoid having tomanage a social media crisis.In fact, you can leverage them toboostyour sales. That’s right -- today, we’ve got three foolproof ways for you to use negative comments on social media to actually increase your sales. Before we jump into those, though, let’s quickly cover why it’s important to manage the negative comments posted on your social channels.

3 Foolproof Ways to Use Negative Comments on Social Media to Boost Your Sales

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Manage Your Negative Comments on Social Media With These Templates

Need to muster a quick response to a complaint or online snark? Use these fill-in-the-blank templates to craft clear responses to negative comments and deescalate the situation.

Why is it Important to Manage Negative Comments on Social Media?

It’s important to manage negative comments on social media because chances are you’ll likely see more of them pop up. Social media is increasingly becoming the preferred channel for consumer complaints, making customer service inquiries the norm on social media. So much so that47% of consumersuse social media to complain about products and services, surpassing people who prefer to use email or phone.What are the most common channels for customer complaints? Image Source:Convince and Convert / Sprout SocialWhat’s more, resolving customer complaints using social media costs you less than using a call center. In fact, if you use a call center to sort out your consumer complains, it’ll cost yousix times morethan if you were to resolve them using your social channels. Not only is it important to manage negative comments because you’ll likely see more consumer complaints posted on your social channels (and greater returns for answering them there), but you’ll also risk losing your customers if you ignore their comments. Why? It makes for bad customer service -- something you want to avoid at all costs. Poor customer service leads to a severe dip in your sales, and US businesses lose more than a staggering$62 billion each yearbecause of poor customer service. Plus, if your disgruntled commenter was planning on making a purchase from you and you present them with a bad service experience, they’ll likely drop their purchase plans. Over50% of Americanshave nixed their plans to purchase because of poor customer experience.Over 50% of Americans have changed their purchase plans because of bad service All this to say, managing negative comments on social media is vital to your business because:
  • Social platforms are becoming the preferred channel for customer complaints
  • Providing a poor customer experience leads to a sharp decline in sales

How Can You Leverage Negative Comments on Social Media to Drive Sales?

You can use negative comments on social media to drive sales by increasing your brand's authenticity, a trait consumers crave from brands. So much so that86% of peoplesay authenticity is important when they decide what brands to like and support. If you’re looking for the generational breakdown, it matters most to millennials with a whopping 90% of them claiming authenticity is important when considering brands. Source: Social Media TodayThat’s not to say other generations don’t prioritize authenticity. 85% of gen-Xers and 80% of boomers say it’s a key factor when choosing brands, too. So, how do negative comments play a role in your brand’s authenticity? Believe it or not, by simply existing on your social channels, they add to your brand’s authenticity. Here’s what I mean.95% of peopleactually expect negative reviews on your site, and if they don’t see them, they suspect censorship or think your reviews are fabricated. What’s more, if youdohave negative reviews, you may see an85% increasein your site’s conversions. In other words, it’s importantnotto delete your negative comments on your social channels because they can actually work in your favor. When visitors to your social platforms see both negative and positive comments posted, the positive comments will be that much more credible, lifting your brand’s authenticity. Of course, it isn’t enough to simply leave your negative comments published as-is. You need to manage them and respond to each one properly. And if you follow our three tips for you today, you can transform those negative social comments into sales. Here’s how.

3 Ways to Use Negative Comments on Social Media to Increase Sales

#1. Respond to Negative Comments as Soon as Possible

The first and simplest rule of thumb to follow is to respond to your negative comments as quickly as you can. Doing so will reduce customer churn and turn your disgruntled customer sentiments around, so they make future purchases from your brand. If you think response time is a casual detail, think again. Each minute matters. In fact, people who receive responses to negative tweets withinfive minutesare willing to pay almost $20 more in the future.Responding Quickly to Customer Complaints Makes People Willing to Pay More in the Future Image Source: Harvard Business ReviewIf you can’t respond in five minutes, strive for at least within 60 minutes, because42% of customersexpect a response within an hour and 32% expect to hear from you within half an hour. In the same way that78% of customerspurchase from the first person who responds to a lead inquiry, be the first to respond to each negative comment. To help you manage your social media responses in a timely manner -- without having tohire a social media manager-- social media management tools can do the trick, especially those with a social inbox. Take CoSchedule, for example. There’s a “Social Conversations Inbox” feature that alerts you in real-time whenever you receive a comment on one of your channels.The main takeaway here is to respond as soon as you can and to shoot for resolving your customer’s issue at the first engagement. If you do, you can prevent a significant67% of your customer churn.我们的下一篇技巧文章显示说什么在你的响应es to negative social media comments.

#2. Demonstrate Your Great Customer Experience in Your Response

Another effective way to leverage negative comments on social media to boost your sales is to use them as a chance to demonstrate your excellent customer service. If you’re wondering how powerful this can be, the answer is:very89% of brandscompete with each other through the customer experience they deliver, so be sure yours is excellent as you publicly respond to your social comments. How exactly can you demonstrate your customer service level? At a minimum, offer an apology in your response. Most consumers call out brands on social media to raise awareness among other customers, and55% do it for an apology, so it’s best to give them what they’re looking for.What Consumers Hope to Gain by Calling Out Brands on Social Image Source:Convince and Convert / Sprout SocialAn apology is so vital, more unhappy customers (45%) prefer an apology than compensation (only 23%). Aside from composing an apology, it’s also important to identify the type of customer you’re dealing with, so you can tailor your response to that specific persona. Here’s a list ofcustomer personas who complain, a brief overview, and how you should respond:
  • The Meek Customer- Doesn’t want to be a burden and generally doesn’t complain. If they leave a negative comment, dig deeper and pry to resolve their complaints.
  • The Aggressive Customer相反,一位专业的直言不讳的爱抱怨的人vides lots of details. First, actively listen and acknowledge their perspective, then respond with respectful firmness as you correct the issue.
  • The High-Roller Customer- Expects preferential treatment and complains in a reasonable manner. Actively listen, carefully ask more questions, and resolve their issues.
  • The Rip-Off Customer- Never satisfied until they receive what they aren’t entitled to. Rather than give in and provide a satisfactory response (something theydon’twant), be confident and objective in your response, backing it up with accurate quantified data.
  • The Chronic Complainer Customer- Also never satisfied, they always find something wrong. Respond with extraordinary patience and resolve the issue. Satisfied chronic complainers tend to repeat purchases and share their positive experiences (a great way to organicallycreate shareable content).
Across all personas, though, you should respond respectfully to each negative commenter. Which you can do by simply being sincere in your response and making the customer believe you care about them. If you do, you’ll be miles ahead of the curve—a hefty68% of customersleave a brand thinking the company doesn’t care about them.Why Do Customers Leave a Company? 图片来源:超级办公室Bottom line: Show off your quality customer service by offering an apology and then respectfully providing a solution to your negative commenter’s issue in your response. It’s also wise to identify the commenter’s complaint persona and address their comment accordingly. On the topic of tailoring your response, our next tip focuses on personalization.

#3. Personalize Your Response

Our final way for you to respond to your negative comments on social media to boost your sales is to use personalization. As simple as addressing someone by first name may seem, personalize as often as you can because this practice carries quite a bit of weight.63% of consumersstop buying from brands that provide poorly executed personalization. Plus,87% of consumerssay that personally relevant content influences how they feel about a brand in a positive way. So, make it a point to address your unsatisfied commenter by their first name and sign off using your (or your team member’s) first name. Beyond that, use your response as an opportunity to solve your audience’s specific problem and offer an individualized solution, like in this Nordstrom example, where the customer, Liz, left a negative comment on theirFacebook pageabout having an issue with their site’s load time. Image Source: FacebookAs you can see, Nordstrom’s team member apologized for the inconvenience, then provided specific detail about troubleshooting the load time. Once Liz’s issue was resolved (quickly, of course), she likely continued on with her plan of purchasing from their site. Another way to personalize your audience’s experience is to actually sound like a human in your response. Why? According to a Genesys survey, not only do 63% of consumers get annoyed with generic messages, but themost important aspectof customer support is “human service”.The Most Important Aspects of Customer Support Image Source: Groove HQOne way to sound more human is to -- after acknowledging your negative commenter’s perspective and apologizing if necessary -- describe what you’re doing on your end to solve their problem, like in thisZappos tweetexplaining the team’s effort. Image Source: TwitterThat way, your commenters can visualize what you’re personally working toward on your end, which makes the exchange seem more prioritized, customized, and real. And if you can solve their problems by offering one of your paid solutions, even better. The gist is to empathize with their concerns and focus on solving their issues. Another tip for sounding human is to consider the tone in your response. Aim for asweet spot in your tonethat’s friendly, positive, and professional, but not overly enthusiastic.Sweet spot Image Source: Help ScoutYou can take personalization a step further by mirroring specific pieces of your commenter’s language in your response, like in this otherZappos tweetthat references the same word, “bamboozled,” that the customer used. Image Source: Twitter自然,你应该远离镜像frustrated tones and angry words from disgruntled commenters. But you can still pick up on certain nuances in their language and use it as an opportunity to personalize your response. All in all, personalizing your responses to negative comments on social media can flip the unsatisfactory customer experience on its head, turning them into positive sentiments and future purchases.

Time to Turn Your Negative Comments on Social Media Into Sales Opportunities

Whether you’re an entrepreneurselling an online courseor an enterprise offering a SAAS product, you’re bound to receive negative comments on social media in the coming months and years. Don’t worry, though, there’s a way to use them to your advantage and add to your bottom line. Three ways, in fact. In sum:
  • Respond to negative comments on social ASAP. The sooner, the better for converting those negative comments into sales.
  • Exemplify your high level of customer service in your response by apologizing, empathizing with your commenter, and tailoring your response to match their complaint persona.
  • Personalize your responses to show your dissatisfied commenter that you’re giving them extra attention and working toward solving their specific issue.
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About the Author

Cyn Meyer is a content marketer forPodia, an all-in-one platform where online courses, digital downloads, and membership websites -- alongside their creators -- thrive. Check out ourguide to creating online courses, even if you’ve never done it before.