Ignore your online audience at your own peril

by Ivan Serrano, Guest Contributor

​Social media has opened up a wide audience base for many businesses. So many businesses are taking advantage of this by marketing products and services without spending the amount of money that they would have if they were using analog media like newspapers and television. Social media gives you instant access because immediately you post your content, you can be sure that any of your audience that is online will see it. Whether you're a cosmetic consultant, a shoe designer, an interior decorator, or whatever kind of business you are in, you can be sure to find a market in social media.

---

---

However, managing social media is hard work; this is why many companies have a person whose job is to monitor social media. This is because they realize that ignoring the audience can have a negative impact on the business.

One negative side of social media is that one disgruntled customer can cost you so much. There are people who do not know how to draw the line when it comes to expressing themselves and can easily resort to insults or bad mouth you or your business. A good social media plan should outline how to handle such situations, the one thing you do not do is ignore such a person. If you handle this individual correctly, you will find that they can become your biggest advocate because they will sing your praises to other people.

Social media will also give you a chance to know what people think about you and your business, and you get all this information from the comments and the questions they raise. Do not delete any negative comments; find a way to address them without bringing emotions into it. If the larger audience sees that you're handling the situation with courtesy and a willingness to help, you'll find that they will gravitate towards you and may become your biggest supporters if the disgruntled customer remains negative.

However, inasmuch as you should not delete any negative content, it is your page and if you find that the customer is crossing into bullying or offensive content then you can make the choice to delete their comments. Immediately post a rejoinder saying that your company respects all its customers and that you welcome feedback, but will not allow certain content like offensive language on your social media pages. Prepare to deal with some backlash but stand strong. You should also be okay with reporting the person to the administrators of the social media site so that they can monitor the behavior of the offensive person and decide on appropriate action, including blocking the person's account.

The social media customer must be treated with the same respect that a walk-in customer would get. Treat their concerns with respect and respond in a timely manner. Under no condition should you ignore the person, because this is the only way you will be able to improve your business and show other customers that yours is a company that cares about its customers.

---