Are You Engaging Your Company's Haters?

 

Markets are conversations, and these days, they are often led by the crowd. Be it your customers or your employees, they are uniquely empowered to spread the good or bad word about you.  Question is, how closely are you listening?

More than ever, internet users have two things going for them: Transparency and Tools.  They know a lot about you because of Google, their social stream, and all the review sites.  They also have publishing tools to share their experiences their friends.  For any business owner or manager it is imperative that you monitor the conversation about your company. 

If you are tuned in to them, these review sites are actually a service to your business, even when the news is bad.  You can now immediately discover when something is broken in your service chain, because you’ll find the review, tweet or posting on your facebook page wall.                                          

There are several easy ways to monitor social media for the Tom’s and Shane’s your company may upset.  First, be aware of the major review sites that impact your bottom line: Yelp (consumer services, like eateries or retailers), Angie’s List (services, like contracting or auto repair), Trip Advisor (hotels, destinations) and Jobitorial (the top site where employees review their employers.) 

Do these reviews matter?  Does anyone read them?  According to a Harvard research project in 2011, a one star (poor) review for a local or an independent, can lead to a five to nine percent drop in sales initially, and a nagging drag on the bottom line for months.  For users of the popular restaurant booking site OpenTable, the reviews help them avoid bad experiences.  It’s likely a recently posted one star review there has even more negative impact on the restaurant being scrutinized.

According to staffing professionals I’ve met in my travels, Jobitorial is a must-monitor site, as the word has gotten out to job candidates that this is the “Yelp” of the job hunting space.  Bad reviews there can undo a mountain of recruiting efforts.

While most review sites allow anonymity, almost all of them offer users a shortcut to the registration process: signing in via facebook or Twitter.  That will enable you or your staff to locate them, message them and try and resolve the issue.  You can also use Google to find a reviewer that uses their real name.  That’s the key to success: Interaction! 

When you connect with the writer of a negative review, don’t arrive guns a blazing, threatening them with legal recourse.  Don’t bicker with them in pubic (by debating them in the comments area of the review sites.)  Converse in a positive way, as a business owner or leader as to express, “I want to make things right.”  In a significant number of cases, negative reviews have been modified or taken down by their authors after a successful resolution of their complaint.  In some cases, these detractors were knocked out by the responsiveness of the business, and became raving fans through the process.

More: 10 Ways To Deal With Upset Customers Via Social Media

Comments

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[Houston DWI]

Look past the vitriol and ask yourself: Do the haters have a point? While they're reacting in an unconstructive way, a genuine grievance might drive their rage. Addressing that flaw only strengthens your company.

[Joseph Moore]

When I do the registering through Facebook, I knew from then that it will enable you or your staff to locate them, message them and try and resolve the issue.

[Luke Lind]

Through the use of auto repair leads I was able to reach a great amount of clients for my car repair shop. Tactics like those mentioned in this article is how I made sure they came back. Top quality work and service are the important part of the job. However you cant please everyone. But showing them that you care and want to work on improving what they do not like goes a long way in customer relations.

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*In NY coverage is for service provided through our dispatch center only.
**This benefit is not available in NY.
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