Dealing with negative
feedback
HOW TO HANDLE IT
Advice
For lawyers, reputation is everything, and many lawyers cite the potential of negative feedback on social media as
the reason they don’t want to participate. Unfortunately this means they are not only missing out on a great source of
news, information, business promotion and networking, but they are also not building essential knowledge about how
social media impacts the law and how to advise clients in this area.
It’s important to note that by not being on social networks you are not avoiding negative comments or sentiment
about you and your business from appearing to others – it just means that you won’t know it is happening, and you
won’t have the opportunity to put forward your own narrative. It may sound like a cliché, but negative feedback on
social media really is an opportunity to create a positive branding experience for yourself or your company.
So if you are involved in social media how can you handle negative feedback? Firstly, it’s important to understand
what type of feedback it is:
Business error: Someone tells you a link you’ve sent out isn’t working, or they are trying to call your office and can’t
get through. This feedback requires your prompt action. Thank the user for drawing it to your attention and provide a
solution quickly.
Constructive: So someone doesn’t really like the look of your new website, or they didn’t really understand a point
made in your latest e-newsletter. This is all useful information to take onboard and could improve your business.
Respond with thanks, address their question, and preferably provide information on how you are going to improve
content/processes/services in future – or if you’re not, why you do things the way you do.
Disgruntled: an upset former client, someone who believes your company has done something wrong, or is aligned
with wrong-doing, or an observer with a gripe with the legal profession in general. All too often these people will
simply not be appeased. Apologise politely for the perceived mistake or misunderstanding where appropriate and
move on.
Trolling/Spam: Trolls have no real gripe with you or your business, they are just attacking to get a response – it’s
not personal. Spammers may be leaving complaints about your business as a way of promoting an alternative
service (not so common in the legal profession thankfully!). This type of negative feedback does not require a
response.
SOCIAL MEDIA FACT SHEET DEALING WITH NEGATIVE FEEDBACK
Tips
Have a plan: Write a basic plan of how you are going to deal with negative feedback when it does arise. Who will be
monitoring for the feedback? How? Who will then deal with what type of comments? Within what timeframe? And
what approval processes are required for responses? What is the escalation process if the communication
deteriorates? Then make sure everyone in the business understands the plan and has access to it.
Have house rules: Many social media platforms have group rules (as do blogs for people leaving comments). Here
you can state what you believe is appropriate behavior, and be clear about what won’t be tolerated (eg. abusive
language, bullying). If an online discussion becomes heated, or you must delete inappropriate comments, you can
refer back to these rules.
Monitor mentions of your business, brand, or name through regular searches or set up alerts using Google or other
monitoring tools. This way you will know how your brand is being perceived on social media, and you can deal with
any pressing issues as they arise.
Stay positive: At all costs, stay positive and don’t get drawn into a negative conversation in public. This is your
chance to demonstrate your wonderful customer service and empathy with potential clients. Negativity at this point
will only reflect badly on you and your business.
Own up to your mistakes – fast: If someone has a valid complaint, don’t make excuses. Own up, thank the user for
bringing it to your attention, apologise, and explain what steps have been taken to ensure it won’t happen in future.
Take it offline: Just because a complaint is received via social media, it doesn’t mean the whole following
discussion and resolution needs to also be online. Offer a direct contact via your office switch or email to resolve the
matter without the pressure of the public eye.
Traps
Don’t ignore it: OK, so someone has complained about something that you had really hoped no one would notice.
Or it’s a personal comment that you’re just unsure how to respond. Whatever you do, don’t just ignore it in the hope it
will go away. Review your plan and respond accordingly.
Don’t delete negative feedback from your social media pages unless it violates your Terms of Use (eg. abusive
etc.). This is your opportunity to demonstrate your good nature, customer service and problem solving skills. Nothing
incenses the social media community like the deletion of their messages!
Don’t feed the trolls: Some people are on social media simply to antagonise and upset. Responding to deliberately
inflammatory comments on social media simply adds fuel to the fire. Ignore them and they will move on.
Don’t be defensive: It’s easy to fall into defensive behaviour when responding to negative feedback but all this will
do is to escalate the issues. Remain polite, understanding and demonstrate that you are really listening.
Don’t try debate via twitter: A platform with a 140 character limit is no place for detailed debate – such brevity is
also prone to creating misunderstanding. If you feel so strongly about an issue, write a blog about it and link to it! Or,
if possible take it offline. But arguments on twitter rarely have happy endings.
It’s hard to believe but customers who receive a great response and service after making a complaint can become
you and your business’s greatest advocates. So plan, monitor, respond – and reap the rewards!
SOCIAL MEDIA FACT SHEET DEALING WITH NEGATIVE FEEDBACK