Question

Topic: Social Media

Responding To Positive Comments

Posted by telemoxie on 6/4/2010 at 10:22 AM ET 2500 Points
I have read a number of suggestions about how to deal with negative comments in a social media setting.

But how do you deal with positive comments?

For example, on a local newsgroup, a couple of people asked for recommendations for a local service station. A large number of people have written in with positive comments about a particular local service station (the same service station addressed in my previous question, by the way).

What is an appropriate way for the service station owner to respond?

For example, it would be possible for the service station owner to offer something, such as a discounted car wash, to those who have posted recommendations. But is that a good idea?

It would be possible for the service station owner (who, to my knowledge, has never protected native in that forum so far) to offer a general discount or special... but this seems a bit too commercial for a community newsgroup.

One idea which I had was that the owner could post a message that he was happy to hear the positive comments, and that a high level of service was important to him and his company, and he could provide his personal contact information and invite anyone with problems or issues to contact him directly.

What specific advice can we offer this business owner?
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RESPONSES

  • Posted by joy.levin on 6/4/2010 at 10:51 AM Accepted
    This is a great opportunity for this business owner to connect with these "fans". If the owner has any kind of social media program, he/she can invite these individuals to become 'fans' on Facebook, LinkedIn, etc., but in doing so, it will be very important that the link he'/she provides to include something of informative value. For example, the owner can post back his thanks for the comments, offer some additional information (e.g., how to save on fuel costs during summer months), and then post a link to whatever social media application he/she is currently using, which should contain even more great tips/info for consumers.
  • Posted by telemoxie on 6/4/2010 at 2:09 PM Author
    in this particular case, the business owner does not have a social media program, they do not have a LinkedIn profile, they do not have a Facebook page, they do not have a blog.

    Maybe the business owner could create a new blog (possibly containing articles about preventive car maintenance, possibly also including news about community events) and then post a note thanking people for their positive comments, and referring people to his new blog.

    Am I reading this right, that the new social media strategy should be more focused on helpful information and less focused on more commercial topics such as discounts?

  • Posted by telemoxie on 6/4/2010 at 2:24 PM Author
    whatever this fellow does, this will be his first step into social media.

    If you could advise him to take one single step, what would it be? A blog? A Facebook page? A LinkedIn profile? Posting on newsgroups? Updating his website?

    As consultants, we all know that "it depends." We would all like to sell a consulting contract, have him sign up for our blog, have him make some sort of a long-term commitment. And probably that would be best.

    But if you had to offer one piece of advice, for one specific next step, what would it be?
  • Posted by Jay Hamilton-Roth on 6/4/2010 at 6:05 PM Accepted
    I'd suggest focusing on Yelp.com (if he's listed - if not, add him). That lets people post kudos and complaints, and hopefully drive up the social credibility of his business.

    Your friend may be interested in reading (as well as you) Gary Vaynerchuk's latest "Crush It! Why Now is the Time to Cash in on your Passion". He describes the length that he goes to keep up with social media - emailing everyone back that emails him, responding to everybody's comments, etc. It's all about creating his brand.
  • Posted by Peter (henna gaijin) on 6/5/2010 at 1:07 AM Accepted
    I would keep the service station owner's response short. Could be as simple as just saying thanks. If the comment covers something he was trying to focus on, he could say that (something like "thanks for the positive review. The personalized service you mention is something we have been working to improve for a while").

    I would not offer something in return for the positive review. This risks coming across as buying reviews. Though perhaps he could make some special effort for the customer the next time they are in (the equivalent to a restaurant giving a free appetizer to a good customer).
  • Posted by Chris Blackman on 6/6/2010 at 8:02 AM Accepted
    Yes, agree with others who recommend not giving something in return for positive comments.

    A simple response like: "Thanks for the positive comments, we're just pleased to have been able to make a difference in your day". Or "Thanks, your recognition of the extra care we take makes it all worthwhile".

    The whole value in unsolicited praise is just that: It's unsolicited, unrewarded, and it's PRAISE. As soon as you reward it, it becomes "Cash for Comments". Not cool.

    As far as the station owner is concerned, I wonder whether Twitter might suit him well? It also creates a forum for comments, dealing with service issues, and for advance ordering, where applicable. Can it be integrated within their existing service model?
  • Posted on 6/6/2010 at 12:35 PM Accepted
    Most of the ideas offered so far involve the use of glorified social media widgets like Facebook. I don't think that's a good way to recognize someone; it's obviously easy, impersonal, and brings very little if any lasting value to the recipient.

    Think of how you would respond to such a cynical "recognition."

    Seth Godin's book "Tribes" points out what people are really looking for: something of real (or at least strong perceived) value; something that suggests the individual at least belongs in a "tribe" or group of like-minded individuals, or even better can feel encouraged to see him/herself as a leader or acknowledged expert.

    Wake up and smell the future! It won't be much about mechanical or institutional connections. It will center on authentic engagement between self-educating adults, always ready to belong to a movement (including a customer base) as long as your messages include enough relevance, proof and value.

    Good luck!
  • Posted by mgoodman on 6/7/2010 at 5:31 PM Accepted
    My one piece of advice would be, "Keep doing what you are doing that's generating all this positive buzz. Don't offer discounts or thank-you gifts. If you know/recognize the people who said nice things, thank them next time you see them."
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