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LinkedInJack Neff of Ad Age recently (if you call February recent – I’m a bit behind on my reading list) tackled the issue of when and how companies should react to online complaints. The article covers some great examples from both large and small companies that I found very insightful; but what I found most helpful were the questions to ask when faced with online complaints:
Finding complaints about products or marketing online is increasingly quick and easy. Knowing when and how to respond is at best an emerging science — or art. Among factors to consider:
How credible is the source? The tone and track record of the complaining consumer are among factors to consider. A quick Google search of screen names or handles can often turn up a wealth of information on the track record of a particular commenter.
How influential is the forum? Comments on thinly read message boards are one thing. Comments on online retailer review sections, however, can last forever and influence purchase decisions at the point of sale, particularly at big retailers such as Amazon.com or Walmart.com.
How common is the complaint likely to be? A valid complaint is likely to be echoed fairly quickly by others, though it’s also important to determine whether the same person is complaining under different screen names. Correlating online complaints with call-center volume can help verify the scope of the threat.
How serious is the complaint? People not liking an ad because of aesthetic or other creative reasons are one thing. People not liking an ad because they think it demeans an entire race, gender or class of individuals is another, and potentially more serious.
Click here to read the last two suggestions – “How likely is my response to make things worse?” and “How important is my issue to my brand’s consumers?”
Can One Tweet Taint Your Brand Forever?
Mary Grimborg
