Thanks to the team over at Software Advice we came across this blog post written by Analyst Ashley Verrill highlighting common mistakes companies make on twitter. So as self proclaimed social media gurus we felt it was only right that we provide our two cents.
One point from the article that we liked was “Silence is NOT Golden.” To us, nothing shows greater ignorance than one-way communication. It’s like that person you know who talks and talks and never ends up listening to what you have to say. You know that person, or worse, it’s you!
Obviously you can’t respond to everyone and companies that do this tend to appear robotic. See our very own Christine’s slightly exaggerated Valentine’s Day complaint to Dunkin’ Donuts.
What you can’t see is the dagger; Christine used the broken heart emoji, which evidently cut to the core of whichever employee was operating the DD twitter account. The response has a bit of an artificial feel to it, but Christine was happy so its purpose was served. We would have LOVED to see a sarcastic response due to the slight exaggeration on Christine’s part (see Bodyform).
The article concludes with the following question, “To Respond, or Not to Respond?” This answer isn’t so cut and dry. Back when we initially discussed mock reviews and trolls, we acknowledged two types of negative comments- the sarcastic, and the displeased (ordinary customer service complaint). Leaving customer complaints alone can make you appear ignorant, while ignoring a mock review or “troll” may leave you better off. However if your company decides to respond, it needs to be calculated.
In fact, some mock reviews have helpful elements.
EXAMPLE: “Hey thanks for the confusing product! The directions were so long I grew gray hairs reading it.”
Of course they could have been nicer. But maybe they have a point.
YOUR REPLY: “Thank you for the response. You can find video set up examples on our website to speed up the process!”
This can help you avoid sustaining conflict and look more mature for having a coherent and helpful response.
It is difficult to determine the right way to respond to mocking in social media. So when you’re not sure how to handle it, contact us.