So, you want to market your business online? You likely already know, or will soon learn, that dealing with negativity online is an inevitable challenge that businesses and marketers face. The digital landscape provides a platform for individuals to express their opinions, and unfortunately, not all feedback is rainbows and sunshine. In fact, some of it is like a figurative burning bag of dung left on your doorstep. When confronted with toxic comments, don’t let your reputation burn right along with the crap. It’s crucial for business owners and marketers to avoid emotional or anger-fueled responses. Instead, adopt a strategic approach that preserves brand reputation and fosters positivity from others.
Understanding the Nature of Online Criticism
A computer screen is like a mask. In a 2010 study, it was determined that people were more apt to act selfishly when wearing sunglasses1. Just hiding their eyes impacted the level of inhibitions they felt. Behind the computer, they have an even greater sense of anonymity. So, many people feel more inclined to express aggression and hostility behind the safety of their screens. As businesses, the feedback we receive may be blunt and even toxic. While it’s tempting to react defensively or distance ourselves, such responses can have lasting implications on our brand reputation.
Uncovering the Root Causes
In our everyday, personal life, we are faced with people who act in nasty or toxic ways, but we know that negative behavior often stems from personal challenges, pain, or unresolved issues. We do best to recognize that a personal attack can often stem from the attacker’s personal problems, insecurities, stress, or a lack of emotional support. Understanding that helps us cope with any hurt that results. Some of the negative feedback that a business receives online will be genuine – salespeople, customer service representatives, and even executives are people. People are human, and humans are flawed. They make mistakes, and that can leave customers upset. However, some of the negativity may be fueled by irrational hostility. In those cases, it is good to remember that the person writing the nasty comment or review is also human, and also prone to the weaknesses of humanity.
Crafting an Effective Response
Armed with insights into the underlying issues, it’s time to develop a thoughtful and strategic response.
Step One: Reply tactfully to the initial onslaught – remember, there is an audience watching this interaction. Your professionalism will set the tone for your brand.
Step Two: Take the conversation to a more private place – phone call, email, or direct message.
Step Three: Defuse the situation. Avoid a battle. Listen to the feedback and repeat it back. Repeating the message, instead of disputing it, can often disarm the person. For example, if the person says something like, “You really need to get your customer service team in check. I have never been treated so rudely in my life. Not only are your selling garbage but then you have people answering the phone who don’t know anything.” You can respond with something like, “I understand that you were having issues with the product, and customer service wasn’t able to resolve the problem for you.”
Step Four: Extend an olive branch. The best case scenario is that the customer is appeased by this conversation and removes or edits the negative feedback, but at the very least making the offer may keep the person from continuing the public onslaught. This doesn’t mean that you have to give exactly what they are asking for. If the person wants a full refund, but that is an unreasonable request, you may offer to replace the defective item, to give a discount, or to give some related product or service that adds value. Even if the offer isn’t accepted, if you keep your calm, don’t answer toxicity with toxicity, talk the person down, and remove the negativity from the public arena, you’ll be doing a great deal to maintain brand reputation.
1Zhong, C.-B., Bohns, V. K. & Gino, F. Good lamps are the best police: Darkness increases dishonesty and self-interested behavior. Psychol. Sci. 21(3), 311–314. https://doi.org/10.1177/0956797609360754 (2010).