Social media and PR: SMEs need to raise their game
Criticism on social media can be devastating for a business. Owners should learn how to respond, says David Prosser
In the digital age, small and medium-sized enterprises (SMEs) may be one social media blow-up away from disaster. A Californian sandwich shop has just announced it is shutting its doors after criticism of its pricing went viral on several social media platforms; the negative publicity hit both online orders and in-store trade. Last month, London's Flour Baby Bakery faced a damaging online backlash from TikTok users angry about the cost of its carrot cake. Such stories prompt a serious question for business owners: how should they respond to online criticism from customers? Social media and other forms of online interaction provide opportunities to get closer to the customer; ignoring criticism may suggest this isn't a priority. Yet jumping into a public argument may fan the flames, attracting more attention than the original posts.
The first point to make is that SMEs shouldn't feel they have to answer every negative post or comment on social media. Whether you do so is entirely up to you. But if you do respond, think carefully about tone. That may require you to take a breath. In the heat of the moment, it's easy to fire off a furious riposte to a comment you feel is unfair, particularly if the original post is framed aggressively or insultingly. But you're less likely to escalate the argument if you are measured. Explaining your position clearly, in a friendly manner, may defuse the situation, and such an exchange is likely to reflect better on you than on the rude complainant.
Don't fly off the handle on social media
Similarly, getting into a back-and-forth argument with posters is unlikely to be productive; it increases the risk of you losing your temper and looking unprofessional. If a customer has a specific complaint that needs dealing with, take the dispute offline and manage it privately. If not, once you've set out your position clearly, don't feel you have to provide a running commentary, even if others pile in. Potentially difficult situations may also be less damaging if you already have a positive presence online. Ask happy customers to share their experiences online, and to engage with customers on an ongoing basis. If you can point to such exchanges, a critic will look like a disgruntled outlier rather than someone with a genuine case. Their negative post may even be lost amid the positive comments.
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Indeed, it makes sense to think about how you will respond to online criticism ahead of time, rather than as it happens. That will give you time to build a strong and supportive digital brand, but also provide you with a preplanned strategy for how to deal with the situation.
And don't be afraid to ask for support when you're feeling under attack – these rows can cause real emotional turmoil. Ask for reassurance from loyal customers and look to your broader business networks for friendly advice and support.
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