If you started your business, be prepared for the fact that sooner or later you will encounter negative things in the direction of your company. But do not be afraid, negative - a great sign of the development and significance of the company in its niche. And the more you grow, the more negative there will be. This should be taken as a fact, as a payment for success.
But is it worth answering the negative? I am convinced that ignoring negative comments is unacceptable - it only reveals your doubts in your own words and actions and shows your lack of professionalism. Silence, in this case, is a sign of agreement with the charges in your direction. Therefore, the first thing you need to remember is that you always need to react to the negative. In this article we will talk about how to do it.
By the way, we have a great video on this topic! If you are bored reading the text, start with it :)
How to work with negative: 8 tips and 5 types of commentators
And how to still fight?
Before turning to methods of dealing with negative on the Internet, let's see where it is possible to meet with him. In general, there are 6 main sites:
- Section "Reviews" on the company website.
- Social networks of the company.
- Sites with reviews of employers (orabote.top, otrude.net, antijob.net, etc.).
- Sites and social networks of competitors.
- Personal pages of clients in social networks.
- Third-party sites, forums, blogs.
To respond to negative comments did not go beyond the scope of adequacy and decency, you need to take into account some of the nuances.
Your reaction to the negative should be:
Respond to negative comments and reviews should be immediately as you faced them. You must answer them within the first 15 minutes, maximum within an hour.
It is especially important to be as quick as possible if the negative comes from the client. Here you need to react with lightning speed.
- Calm and respectful;
Having received a negative comment, you can do anything you want - shout, tear your hair out, knock your head on the monitor, rush out of the window, but on the Internet you shouldn’t mind that comment has touched you. Be calm as the watery surface in calm weather.
It is also important to maintain a polite and respectful tone of communication, even if a lot of nasty things and unreasonable nonsense have been written about you. This will show you first as a decent person. As Anton Pavlovich Chekhov said, “one cannot demand from dirt that it should not be dirt”. The main thing is not to get dirty yourself.
But in this case there may be exceptions, if you are faced with a little rogue troll. But more about that later.
Carefully read the review, rate it with a sober look and think - maybe the person who left him is right? Maybe you really spent enough power to solve a problem with the client, or simply nakosyachili? Everybody has it. In this case, the best solution is to admit your guilt and make amends as soon as possible.
As for communicating not with customers, but with blog readers / subscribers in social networks, the same principle applies. Admitting your own guilt will lift you up in the eyes of readers, as it will show that you are a living and honest person, capable of mistakes.
And now let's see what should not be done in any case when meeting with the negative.
What not to do:
- Keep silence;
We have already said this at the beginning of the article, but I repeat, it’s impossible to be silent categorically. Lack of reaction to negative reviews shows that you are indifferent to your customers / subscribers / readers, and do not care about your reputation.
- Delete comments;
Removing negative comments is the path to nowhere. It can ignite a flame of retaliatory rage that can burn your business to ashes. But even if it doesn’t come to that, you will lose most of your customers - sooner or later they will realize that it’s better not to deal with your company. The presence of negative comments indicates that you are an honest, transparent brand.
Even worse, edit the comments. Once we came across the rewrite of one of my articles, - the rewrite is relatively good, with a lot of updated screenshots. We left a comment (“How did you have the conscience enough to write an article so almost like Texterra?”), But there was no immediate answer. Later we visited the site and saw that the moderators changed our comment, adding to it eulogies in honor of the rewriter. See the screenshot below.
I think it is clear that from the side of such comments look implausible.
If you make a mistake in something, then spend a lot less energy if you just fix it. You can briefly indicate the cause of the error, but you do not need to make excuses and carry unnecessary nonsense in the spirit of "when I was working on your project, another client called me and voiced his data, so I accidentally recorded them in your report." Such excuses will only lower you in the eyes of customers. Keep cool: correct the mistake and show the result - in most cases this will be enough.
- Show aggression.
Do not respond to negative aggression, it will only aggravate the situation. Try to respond reasonably and politely, as well as prevent the slightest attempt to provoke you.
So, we got acquainted with the basic advice on the response to the negative. Now consider what types of negative reviews are and how to respond to each of them.
Types of negative reviews and how to deal with each of them
Acting when confronted with a negative can and should be different, depending on what kind of feedback you come across.
The following types of negative comments can be distinguished:
- Constructive criticism;
- Emotional negative;
- Black PR;
Consider them in more detail.
1. Constructive criticism
The reason for constructive criticism is the fact that the company makes any mistakes - for example, insufficient attention to customer needs, failure to fulfill or poor-quality fulfillment of its obligations to him, etc. It does not appear from scratch, so you should not even perceive it as a negative. But it is necessary to react to it correctly and quickly.
How to respond to constructive criticism?
And if more, then you can solve similar problems according to the following scheme:
- To apologize You can also thank for the fact that the client pointed to an error.
- Learn the details of the problem.
- Convince the client that you will do everything possible to solve the problem.
- Fix bugs as soon as possible.
- Notify the client about the solution to the problem and make sure that he is satisfied with the results of your work.
Constructive criticism is sometimes even able to benefit your business and help improve your work. The main thing is to respond promptly, not to ignore the same mistakes, but to learn from them in order not to dance on the rake.
2. Emotional negative
Emotional negative - a practice fairly common in runet. To face the unjustified negative, caused only by the emotional decline of the commentator, it is now possible under almost every post.
What to do in this case?
First of all, it is better to find out the cause of the negative, - write a response comment in which to ask to tell in more detail why a person thinks that this is the case. If the outburst of negative emotions is connected with the work of your company, you will need to do everything possible to ultimately be satisfied with the client. And if the response is caused only by emotions, the person who left him will most likely merge (but, perhaps, not immediately, but when he comes to a stable emotional state).
3. Black PR
If your competitors have started a black PR against you, they will look for flaws in your every move and publish angry, “revealing” reviews and articles about your company, congratulations! You are successful!
No, really, this reaction is definitely a sign that competitors are afraid of you and are trying to shake your position in the tops.
What to do with this kind of negative? There are several ways.
The first: React the same way as usual - try to calculate the problem and, if it has one, correct it. If there is no problem, clearly indicate this, relying on facts. If you do, competitors will have nothing to answer.
Second: try to calculate a competitor, expose him and stop the publication of his blanks. But it is difficult and not always doable.
This method is not always appropriate, as it can shake your reputation. If hard black PR is directed against you, you must still give an answer to it, in order to dot the "i" and not mislead those around you.
Fourth: join the counterattack.
If you have clear incriminating evidence against the one who arranged black PR against you - why not. You need to protect the honor of your company. If not, the action is dubious.Whichever way you choose, remember: black PR is first of all PR.
Here is an example of the black PR that VelikaPlaza encountered on the reviews site: a comment with implausible information about the work of our company.
And this is how we responded to it:
And, of course, many people remember the attack of a certain Unterseger against Texterra in an article published on Cosse. It was followed by a response article by Denis Savelyev, in which he dismantled all the questions that tormented the negativshchik, dismantling each of them and bringing evidence in his defense. What for? To point out obvious mistakes in the author's judgments that could be misleading our clients.
Interestingly, on the day of publication of the article against Texterra, we broke the record for traffic from social networks in the last 3 months. Maybe this is a coincidence, of course, but it's hard to believe.
The moral of this story is: if you are transparent and clean in your actions and intentions, you should not be afraid of black PR. The devil is not so bad ... But you shouldn’t look at someone slandering your company either.
You can also meet with users who have mastered the art of provocation on the Internet.
They look like this:
The appearance of these creatures personifies their internal state: dissatisfaction with their lives, envy, resentment, a desire to assert themselves at the expense of others. And they love to "just laugh". These curious animals feed off the energy of users on the Internet, slowly sucking it and savoring it.
When meeting with these creatures in the wildlife of the Internet, be careful:
- They leave erroneous comments, stupid and provocative questions, knowingly false statements, etc.
- They spread incorrect information and rumors on the Internet about the company, without providing any clear evidence.
- They enter discussions and reviews just to spark a controversy. And they succeed.
- And they love to impersonate other users and earn them a bad reputation.
What to do if you are faced with a troll? The most reasonable way out of this situation is to ignore. You can, of course, try to troll and spin the troll, but why spend your energy on it? Do not feed the troll - he will be offended and he will leave.
In other matters, if some words of a troll are capable of giving rise to a seed of doubt from your potential clients or employees, you can answer. But not a troll, namely them.
Below is an example of how the Texterra troll attacked.
How do you need to respond to such comments? At first we ignored them, but after a while we decided to answer in order to clarify for potential job seekers about working in the company:
Another good way to react to trolling is humor. If you eloquently respond to such a comment, you probably will not give him a reason to continue the discussion.
So, we looked at the 4 most basic manifestations of negativity on the Internet and the preferred reaction to them.
But is it possible to completely avoid the negative towards the company? Of course not, it can only be minimized. And for this you need to adequately and efficiently perform your work, be honest and open with your clients, and also know how to respond to negative.