As you know, or are learning, the way you engage with the outside world on your Facebook page has become a crucial component of any marketer’s job. Your response—or lack thereof—to wall posts can be downright detrimental to your brand. Or they can build it up!
What do you do with the people who post on your FaceBook page or publish reviews about you on Yelp, etc.? Managing wall posts on social media can be a hazardous job. Here are 10 guidelines you can use:
1. Complaints – Respond to every complaint. Don’t make the mistake of replying to complaints selectively— trying to avoid the more controversial will not make you appear more diplomatic. If you don’t want to put too much in writing, ask the person to privately email you a phone number and a good time for you to call so you can hear them out. And then make sure you call!
2. Spreading Positive Posts – Try to engage the happy posters so they reply in kind with more positive posts, further populating people’s news feeds with good news about you.
3. Requests for Information. –These requests and your answers are a bonding exercise, a way to make the fan feel like he or she is a part of things upon receiving the answers.
4. Guidance and Advice. – Be mindful of potential legal issues here. Make sure your answers to these questions protect you from litigation. You can also note that in a wall post without all of the necessary information you’d like to speak in person and move the conversation to a one-on-one.
5. Managing conversation threads – Don’t move so quickly that you make mistakes, especially if you’re in the middle of a flurry of positive and negative posts.
6. Keep negativity and profanity at bay – Create a written policy about what types of posts you don’t want to receive, and place it prominently on your wall or page. Set the profanity block to the highest level.
7. Tonality and your brand – You set the tone for your brand. This is a way for you to have a little fun and be more personal in your communications. But don’t get so casual that if you run a surgical center you sign off with “c u on da slab.” Err on the side of proper.
8. Negative posts are an opportunity – Yes! If you have someone who engages and you can respond and turn that person around you may not only win him back, but you may even gain an advocate. We are not judged by doing the routine well, it is grace under pressure and shining though adversity that sets us apart. In addition all glowing reviews from your mom are not reality for any company. A negative (with your graceful response) adds value and authenticity to your brand.
9. Do not engage in censorship on your wall – Just ask the communications people at Nestlé. Facebook users blasted the company for “censorship” after it said it planned to review its commenting policy.
10. Spam – Report any spammers who post to your wall and then delete their posts. They junk up your wall and it makes it obvious you don’t read and check your wall if you leave those posts up.
Submitted by Guest blogger Mike Hanbridge who writes for Hoya Vision among other companies. You can follow Mike on Twitter twitter.com/mikehanbridge