There is a saying that goes like this: “Negative reactions from users are better than no reactions”.

Too many companies are too used to traditional communication, and so, they consider negative reactions from users as being discouraging and unwanted. There is also an extreme approach that comes from marketers in looking at social media channels as sales generators and  focus communicating exclusively on sales mesages.

Obviously, social media channels are far from being a fertile environment to clear stocks, especially for products or services of lower quality. Users will react faster than they expect (marketers) and they will have the surprise to face with the most modern and fast way of negative publicity. A bad review on the internet, can overwrite any advertisement if it is not followed by an answer, a quick and decent solution for the user from the representatives of that certain business.

The idea is simple. Instead of treating your customers/users with fear and suspicion or as a waiting group that you can activate at any moment with some sales messages, look at social media as an opportunity. Think of it as a shot to test existing product, or test new ones, and to create some better products, you can add or eliminate new features or simply improve or test your communication.


Instant communication and feed-back are the best things that can happen to marketers.

If you launch your business on social media and you find yourself in the situation you have to talk to your users, these are a few useful advice:


  • For any question, give an answer;
  • For any suggestion, thank;
  • For any inconvenience, analyse or if it’s not clear, don’t be shy to ask for details;
  • For any complaint, find a quick solution fr the user and offer the company’s apologies;
  • For any referral to a better product, or a product of a different company, don’t erase the commentary, it’s a way to prove you accept a challenge. Obviously, take care to the context in which these commentaries are brought.

Last but not least, keep a moderate tone and try to bring relevant information for your customer. Do not cite PR press releases, because online users and not only them, have a hard time accepting this kind of language.

An article by Qualidz