How does your social media get monitored?
Social media is everywhere we turn. Not only is it on our computers, cell phones and tablets, it is also readily available and/or referenced on television, in newspapers and ultimately anywhere we go. With websites like Facebook, Twitter and Foursquare being utilized in aspects of both marketing and customer service, it is more important than ever to understand the concept of social media monitoring in order to respond effectively to negative feedback, not-so-friendly postings or even crisis situations.
With social media being at the fingertips of anyone carrying a smart phone, it is common for a negative customer service experience to be immediately uploaded onto a company Twitter profile or Facebook fan page in real time. How a business or a brand responds to a negative event via social media will directly affect the outcome and opinions of the fans that are or become involved with the online conversation.
When managing your social media monitoring efforts, the first 48 hours are critical and these tips will help ensure that your Facebook fan page or Twitter profile will remain an asset to your business or brand in the future.
1. Posting policy: Consider creating a posting policy and having it in a visible area within your Facebook fan page or social media profile. This posting policy can be as simple or as intellectual as you desire and will make social media monitoring a breeze. It can include a company’s commitment to creating an online community that encourages fans to be free and open with their opinions and values but that all postings must also be respectful of other fans and the mission of the business or brand as a whole. Often times companies will let followers know that threatening, misleading, violent, illegal, inappropriate, offensive or self-promoting spam-like content will be removed and that users who violate these guidelines and do not comply with policies as set forth by the social media site will be blocked or banned from all future activity.
2. Use the manage permissions tab: One function unique to a Facebook fan page is the manage permissions tab. This allows for certain keywords to be added or removed at any time if they are flagged as spam or hate speech. In times of crisis or even as a general effort of social media monitoring, be sure to set your profanity block list to strong; this will automatically filter out any crude posts so they’re hidden from the general public. This manage permissions tab is not meant to stifle or silence negative opinions, but is rather a way to stay true to the company’s commitment to creating a cohesive and friendly online community.
3. Don’t like every post: When negative comments pop up online or a crisis is occurring, a Facebook fan page is essentially a forum for conversation and business leaders are simply facilitators. Depending on the content and subject matter, stepping into the conversation can be dangerous. When managing your social media monitoring efforts, only consider liking comments that are truly in support of your mission as a brand or business.
4. Don’t delete or block: Facebook fan pages are essentially a free place for individuals to vent and, while it can be hard, sometimes taking each comment with a grain of salt is the most beneficial route. It is inappropriate to simply block a user for having a negative opinion, so be selective and only remove individuals from the page if they have blatantly violated your posting policy.
Online controversy will eventually die out but how you handle yourself in the situation will live on much longer than the initial problem. Social media marketing and monitoring are especially important for building a positive brand image online. If you or anyone you know is looking to grow their business or brand using social media sites like Facebook, Twitter or LinkedIn, we encourage you to contact Three Girls Media Inc. today.
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Three Girls Media, Inc. is a public relations and social media management agency with teams in Silicon Valley and the Seattle area. We love working with small and emerging companies across the nation to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation with our CEO and can answer your questions and discuss your specific marketing needs.
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Photo Credit: MKHMarketing