🎓 How to respond to complaints on social media
🎓 How to respond to complaints on social mediaLimit yourself to one informative reply that shows empathy, then take it private (e.g. email, phone). Multiple public responses can hurt your brand and firm value.New to Ariyh? Join 6,831 evidence-based marketers for 3min insights 💡 based on research 🎓 to grow your business 📈 If you find these insights useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s insight is brought to you by… Storyblok Join Stories from the Blok #3 - Content Edition to learn more about content management and the latest trends in content marketing. Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroComplaints and complaint handling on social media have been on the rise for years. From 2016 to 2018, Tweets of complaints and responses by companies increased by 250%. But these are public conversations. Both potential customers and investors are likely to read them. For example, one of the top two actions users take when exposed to a brand name on Twitter is to visit the brand’s page - where they could easily be exposed to a barrage of complaints. And stock market investors closely monitor the social sentiment of companies. There are even websites set up to easily monitor the number of company complaints on Twitter (e.g. onholdwith.com). So how should you answer complaints on social media when you’re being publicly observed? Previous insight: Which online channels to prioritize (All insights here) Limit your responses to social media complaints to a single empathetic reply, then take it privateImpacted metrics: Customer satisfaction | Stock price | Brand attitudes 📈 RecommendationRespond to a complaint on social media with an answer that:
If the complainant doesn’t contact you privately and still tries to engage publicly:
If you’re handling many complaints, consider setting up a separate account to answer complaints (e.g. @AmazonHelp). 🎓 Effects
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🔍 Study typeMarket observation (of Tweets and financial performance of 375 S&P 500 firms in 2014-2015 and Tweet complaint storms caused by product recalls of 107 firms in 2014-2018) 📖 ResearchGolmohammadi, A., Havakhor, T., Gauri, D. K., & Comprix, J. (July 2021). Complaint Publicization in Social Media. Journal of Marketing. 🏫 AffiliationsBelk College of Business, University of North Carolina-Charlotte; Fox School of Business, Temple University; Sam M. Walton College of Business, University of Arkansas; and Martin J. Whitman School of Management, Syracuse University. United States Remember: Because of the groundbreaking nature of this research, it could be disproven in the future (although this is rare). It also may not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
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🎓 Anniversary special: Top 5 insights
Tuesday, August 24, 2021
Executive summaries of the 5 best insights from Ariyh's first 6 months.
🎓 Which online channels to prioritize
Tuesday, August 17, 2021
If your product is hedonic (eg toys) focus on social media and your product page. If your product is utilitarian (eg office supplies) focus on search ads, review websites, and deal platforms.
🎓 Using NPS to predict growth
Tuesday, August 10, 2021
Net Promoter Score (NPS) is often called “The One Number You Need to Grow”. This is false. But it can predict growth if you survey all your potential customers and track its changes over time.
🎓 The Amazon effect
Tuesday, August 3, 2021
Amazon keeps changing people's expectations, and it's not all about free fast shipping anymore. Shoppers are now most dissatisfied with the return and refund handling of non-Amazon retailers.
🎓 Don’t retarget shoppers too early
Friday, July 16, 2021
Customers abandon products in their online shopping carts all the time. Wait 1-3 days to remind them and boost sales. If you remind them too early your message backfires.
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