An area where companies often voice their concerns as we discuss setting up their own blog is that of negative feedback. They worry that people will use the comments section of their blog to express their dissatisfaction with the company and their products or services. Theyre also keen to understand how best to deal with them.
From a personal point of view, I totally understand this concern. As a rule, we dislike negative comments being made about us thats just natural – and companies and company bloggers are no different. Theres an instinctive reaction when we receive anything other than glowing praise for something we’ve written: for the individual blogger, there’s personal pride at stake; for businesses, there’s the concern that it will reflect badly on their organisation and alienate customers or prospects who see it.
So, for some, the gut reaction is to suppress it … moderate it out … pretend it never happened. Better still, don’t allow anyone to comment! That will also take away the guilt factor of knowing that the comment was made but that you haven’t approved it!
Why this really isn’t an option
The trouble is that this is the digital equivalent of sticking your head in the sand or perhaps jabbing your fingers in your ears and shouting La la la very loudly. Conjures up a faintly ridiculous image? Well, in social media terms, its equally ridiculous, Im afraid. Why? Because the person who wanted to complain on your blog will still do so, they will just go elsewhere … generally somewhere where you won’t have the chance to respond and engage with them.
So whats the alternative? Well, instead, give people the chance to raise the issue on your blog let them vent their frustration. And, in the process, you’ll be giving yourself the chance to answer their concerns.
For me, there are three key reasons why I’d want to do that and they’re nothing to do with blogging and everything to do with business:
- Firstly, it costs much more, both in terms of time and money, to find new clients than it does to keep your current ones.
- Secondly, customers with negative experiences are more likely to tell people about them than customers with positive experiences. However, customers who have had a negative experience which has been solved tend to be the most vocal;
- Thirdly, it costs more to fix a problem than to prevent it in the first place.
By responding and resolving their issues, we have the chance not only to keep them as a customer but possibly turn them into an advocate for your company again. In any case, by openly allowing the criticisms and answering them, you are more likely to gain respect in the eyes of other readers than lose it.
Feedback has other benefits
You may also be receiving valuable feedback which could help improve an aspect of your company’s activities and fix a problem which already exists. Without this feedback, you could remain blissfully unaware of an issue which is costing you clients who have decided not to complain but rather “vote with their feet” and look for another supplier.
Certainly you need to make sure that the comments comply with any guidelines that you have in place – and in a corporate blog, they should exist – but those should cover areas such as abusive or racist language rather than constructive criticism. So rather than suppressing negative comments, you should encourage comments and feedback of all types. While it might sometimes seem a painful process in the short-term, the long-term benefits will prove far more valuable.