So, something’s gone wrong. And people know. They’re starting to ask about it on Facebook and Twitter. Now what? How do you handle it on social media? What should you say? When should you say it?
The first thing I do to begin answering these questions is to change the framing from “on social media” to “in person.” If you were face to face with someone, and these questions came up, what would you do? How would you answer these questions? The right thing to do is to be as open and honest as you can be. I say “can be” because there are legal and other reasons why it makes sense to not share every detail you have. I hope I would never look right at someone who just asked me a question and then turn my back and walk away.
Now, I reframe back to social media. The answer looks much clearer to me after the frame shift. Doesn’t it now seem more like each question deserves an answer? An exception would be when automated bots send the same question over and over again. But in that case, there is a whole audience that may not understand why you’re ignoring someone. If it doesn’t make sense to answer each bot post, it may make sense to hide those posts to avoid confusion.
What about proactive posting? When do you go proactive? How do you decide? Here’s how I decide. When there is a large concentration of interest in a single area on one subject, and the volume of inquiry makes it look like you’re saying the same thing over and over again, I call that time to go proactive. It’s a delicate balance because if not enough people in one area are concerned, then the proactive post reads as spam to them. They don’t care. Why are you bothering them with this meaningless triviality? But when a large portion of folks in an area you can geotarget are all asking you the same question or pointing out a perceived flaw or injustice, proactive makes sense. They all know it. They’re all mad about it. Tell them out loud that you hear them and tell them the facts. Even if you don’t know all the facts, being real to me means going out there and saying “hey, I hear you. I’m not sure of the whole story, or I can’t tell you the whole story yet, but I’m working on it and I care that you’re mad.”
What does going proactive do to Facebook? For a brand page, going proactive changes the traffic flow of your volume. Prior to going proactive, you may see your “posts by others” coming on to the page explode, if you have the ability enabled. When this fails to get the desired effect, you can see bleed over into your brand posts in the form of comments. If you have private messages turned on, you could see a spike in messages. Once you make a proactive post, you will probably find that the traffic moves from the brand posts and the “posts by others” onti your proactive posts. Is this better? I think so. Why? Well, when folks are looking for a provider of the service or product you offer, some of them scan the “posts by others” to get a feeling for how you treat your customers by taking the temperature of the “posts by others.” We all know that’s where you check for complaints. In the midst of a crisis, big or small, it looks like all your customers are against you. imagine looking for, say, a dentist, and everybody’s up in arms on “posts by others” because the dentist raised his rates, or did a bad job on some fillings. If you’re a prospective patient, you’re thinking “I don’t need all that noise,” and you take your business elsewehere.
Aside from moving complaints off the “posts by others” into one manageable post, a change happens in the types of responses you get. People stop talking to you directly, and start conversing with each other. After you get real, some people get less mad. Unfortunately, some people stay as mad, and then those people may argue amongst themselves. But it still becomes more of a conversation and less of a stone – throwing event.
So, as I see it, be as real as you can, and go proactive as soon as you realize it makes sense with as much info as you have. If you do go proactive with your updates, make sure you close the issue proactively when its over. Otherwise, people are left wondering what happened.
I’d love to hear any other thoughts around this.
- To Engage or Not To Engage (socialcarenews.wordpress.com)