Usually when I construct posts here on AIS, I usually like to include several statistics regarding the topic. Not this time. While there are several studies (I'm sure) on the subject of reputation management and responding to criticism on social media, I would rather this be more of a logical post. Once more, I'd also like everyone's feedback as well. So, here goes....
In 2012, when a customer's displeased with your dealership, chances are he/she will head straight to the social media-sphere. They want to share their anger with others. We've all seen it before. They'll not only post it on your dealership's Google Place page, but they'll also wander over to your Facebook and Twitter pages to voice their opinion. How exactly do you respond to their criticism?
Some like to respond by, essentially, not responding. They like to bury the customer's post. This simply means instead of addressing the concern, the dealership posts content on top of the complaint. Some may even go so far as to delete it the complaint, altogether. The customer catches on and then, you have to block the customer.
I believe if the customer is sharing a logical complaint: "Manager rubbed me wrong way" or "Service dept didn't address my concerns." Then, you should definitely engage. There's no use ignoring a situation that can be resolved with just a few sentences. "I'd love to take care of this for you. Would mind if we called you?" Chances are that the customer won't forget you and your dealership if you just hear them out and try to address their concerns.
I'm not naive, however. I realize some customers aren't so civil. Some turn out to be social media abusers. They'll go on your dealership's page and post profane comments over and over. Some (I know firsthand) create fake accounts just to post more profanity. I believe this is the only time it's acceptable to hit that block button. That person is only there to complain. They're not posting for help. They're posting to drag your name out in the mud. Block and move on.
*After perusing this post, I'd recommend checking out Seth Godin's Blog Post on this matter: Engaging with Criticism
So, what do you think? Immediately delete the complaint or engage and learn?
