When I speak to an audience of business people curious about managing their online presence, whether through blogging or social media, a couple of pieces of advice I provide evoke a lot of emotion:
- Brands should moderate comments and posts to curate a positive view.
- Deleting a negative comment or post is often better than attacking it.
I recommend that all businesses moderate user-generated content (UGC) across their digital platforms. Of course, I encourage those same businesses to analyze the opportunity and risk associated with a negative comment or post.
Suppose it’s constructive criticism that’s actionable or has been resolved by your company. In that case, you have a fantastic opportunity to show transparency and prove that you’re listening to and acting on your visitors’ feedback.
Ironically, we all tell people how open and transparent we wish businesses and employers to be. Still, when we can be transparent, we often give it second thoughts. There’s no right or wrong rule and brands should always be working to curate the best user-generated content across their sites and social media. Here are some common scenarios:
Mean Comments and Posts
Some visitors will be downright mean, sarcastic, cynical, and/or degrading. I’d encourage your business to respond to these people directly to defuse the situation and inform them that you won’t allow content like that on your platforms. No one would blame a business for declining a comment or post that has the potential to harm their business. At that point, it’s not about transparency; it’s about protecting your business so your employees can continue in their livelihoods.
That said, never decline the comment or post and move on like nothing happened. If a person dared to insult you on your website or social media page, they might have the audacity to insult you on their platforms, too. The opportunity for a business is to talk the person off the ledge. Even if you can’t rectify the situation, doing your best to defuse it is in your best interest.
Critical Comments and Posts
Some visitors will be critical of your opinion, product, or service. This is a gray area where you can decline the comment or post and let them know, or better yet, you can deal with the criticism publicly and look like a hero. You could also allow the comment or post to sit; people often feel glad they vented and move on. Other times, you’ll be surprised at the number of followers who will come to your defense!
If it’s valuable criticism, perhaps you can have a conversation with the person that goes like this:
Doug, I received your comment/post in my moderation queue, and it really was great feedback. I’d rather not share this on the site/page – I hope you understand – but your opinion means a lot to us, and we’d like to get you on our customer advisory board. Would this be something you’re interested in?
There are rewards and consequences for hiding negativity. Though you think you’re insulating your online presence from negativity, you risk losing credibility with your audience – especially if they find out you’re consistently avoiding negativity. I think it’s a careful balance, but you’ll always come out on top when you can resolve the issue or honestly explain your way through it.
Positive Comments and Posts
Positive comments and posts will always be the majority of your user-generated content… trust me! It’s amazing how pleasant people are on the web. The problem with flaming or leaving negative comments is that your outburst of anger and negativity has a permanent place on the net. The Internet never seems to forget; someone, somewhere, will be able to dig up your dirty comments. These days, most (sane) people are more in tune with maintaining a healthy online reputation and will do their best to protect it.
Don’t put a lot of thought into the negativity on the web; the risks associated with your transparency are far outweighed by the benefits of networking and building authority and a reputation. And never forget that it’s okay to decline a negative comment or post to protect your brand and online presence.
