I agree with Kerpen’s
suggestion (p.75) to respond quickly to bad comments. You cannot control
what other people say however you can control what you say, and how you respond
to what has been said, whether the comment is good, bad or indifferent. Therefore,
it cannot be said that you never responded because not responding can be interpreted as
you do not care or that the person’s concerns / issues were just not that
important. This opens the doors of opportunity for the customer to seek other means to getting his or her voice heard, and his or her concerns answered on social media / networks
like Facebook, Twitter, Instagram, etc. In my opinion, these social media / networks are analogous
to the power of a subpoena, which will force you to respond to the
claims made on social media / networks. According to Kerpen (p.81), “Responding with a short but genuine apology
is a great start, but equally important, you’ve got to be able to fix the
problem.”
If you are not listening, you cannot
fix the problem. Kerpen (p.19) teaches us that you cannot listen for just a
while, and then communicate with all of your prospects that you wish to convert into
customers. Listening remains 50 percent of communicating and therefore you must continue
refining your listening skills throughout social media. … Learning to listen is never-ending.
SOURCE:
Kerpen, D. (2011). Likeable social media: how to
delight your customers, create
an irresistible brand, and be
generally amazing on facebook (and other social networks). McGraw-Hill, ISBN 978-0-07-176234-2
GCruz
Agreed! A delayed response is just as bad as no response. I understand that sometimes it is hard to quickly craft an apology message.This is why it is vitally important for a company to have a crisis plan in place and ready to go! This eliminates a delay in response. However there is such a thing as responding too quickly and have several plans in place(Eney,n.d.). It's also important to have every facet of the organization on board as far as who is handling and saying what?(Eney, n.d.). Learning how to emerge with grace is key to any effectively emerge from a crisis(Eney, n.d)). “Your brand is going to get hit sometimes; you’re going to go down,” Almonte says. “Survival depends on walking a highly dangerous tightrope between humility and stubbornness, between a willingness to change and a determination to stay the course.”(Eney, n.d.).
ReplyDeleteEney, L. (n.d.). Damage control tips: How to emerge from a business crisis for the better - SmartCEO. Retrieved September 28, 2014.