I’m a fan of Gordon Ramsey’s Kitchen Nightmares. I like the typical story line featuring struggling business owners who get a branding makeover and come out the other side living happily ever after. It’s a feel good moment!
Then this headline caught my attention: “This is the Most Epic Brand Meltdown on Facebook Ever”.
Yikes! Turns out a recent episode of the show didn’t follow the typical story line. The owners were impossible to work with and the TV drama turned into a social media drama with the help of sites like Reddit, Yelp and Facebook!
This is all very fascinating (and completely painful). As a brand manager it does raise a key question I’m often asked: What do you do if someone posts a negative comment on your Facebook page (or other social media sites)?
Here are some options to consider:
- No nothing. Don’t acknowledge the comment but leave it up.
- It depends. It depends on the nature of the comment and the validity. Remember that two of the virtues of social media are transparency and authenticity. So if your brand messed up, your might be best off to come clean, apologize and do what you can to make the situation right. Companies that do this usually get kudos up for this approach.
- Delete the comment. If it is off the wall and legitimately doesn’t have merit, this might make sense.
- Provide clarification. A clarification of policies or procedures might be appropriate. Often you’ll see brands acknowledge the problem/situation publicly but send more detailed response privately. Which should include an attempt for a direct conversation via telephone if possible.
What you never, never want to do is fight it out on your Facebook page!!