As social media managers, we know the benefits of engaging with consumers. This engagement, however, may carry a potential risk if it contains defamatory or libelous material, a copyright breach, obscene or intimidating content, or off-topic comments. Therefore, reviewing, approving, and overall moderating of user-generated content is important for brand protection and a better user experience.
Moderation doesn't only mean potentially "unpublishing" offensive content, but explicitly guiding and managing user expectations with community guidelines. It means understanding what the community is saying and knowing how to quickly cope with any situation. I'll be exploring how to moderate the following audience/customer comments if left on my organization's Facebook page.
To a hotel: “I am disgusted about the state of your restaurant on 1467 Justin Kings Way. Empty tables weren’t cleared and full of remains of meals. It makes me wonder what the state of your kitchen is?!!! Gross.”
My reply: "Hi, [insert name here]. I'm terribly sorry to hear about your dining experience at 1467 Justin Kings Way. Please know that the issue has been brought to the attention of our manager and hospitality staff to ensure that this does not happen again. Should you dine again with us in the future, I would love the opportunity to make this up to you. Feel free to ask for Tiffani to discuss this further. We look forward to seeing you soon!"
To a mainstream news network: “Your reporting on the Middle East is biased in the extreme. You gave almost all your air time to spokespeople for the Israelis last night and there was no right to reply for the Palestinians. The conflict upsets me so much and your reporting of it, saddens me even more and makes me f**king furious.” (Let us assume the reporting was balanced, with equal time to both sides.)
My reply: "Hi, [insert name here]. Thank you for your feedback. As a news organization, our mission is to maintain objectivity and cover events impartially, so we apologize for seeming biased in our reporting. Your viewership is important to us, and as such we've forwarded your message to our team manager to avoid this in the future. If you have any further questions or concerns, feel free to reach us at socialmedia@newsnetwork.com."
In both instances, I kept a cool, calm and collected tone. Thanking these users for their feedback, addressing their issues and apologizing for their unsatisfactory experience is critical for the user to feel understood. The best way to handle these types of events is to take the conversation away from the site. Not only is this good customer service, but it shows other customers that you are actively and effectively correcting these issues.
0 comments:
Post a Comment