Issues Management for Social Media

Social media allows for two-way conversation. People voice their thoughts and opinions on blogs, spend hours on Facebook and Twitter, and mobile devices allow people to upload content from anywhere. Consumers visiting your business can share their experiences in real time, and sometimes, the experience might not be favourable. Individuals or groups may try to engage with your business about a political or controversial issue or an emergency. Sometimes this can feel overwhelming. Here are a few tips for how to handle these tough conversations online.

TIP: Stay up-to-date on news headlines around the world and across Canada, especially when current affairs impact BC. Knowing what the media and public are talking about can help you address online issues.

TIP: If a natural disaster, public health emergency, or other large-scale event occurs in BC, or globally:

• Familiarize yourself with and share information from official sources only. There are a variety of resources available to help you prepare for emergencies, gather up-to-date information, and help visitors plan their travel.
• Review any scheduled posts –could content be considered inappropriate or insensitive during this time? If so, remove or reschedule it to a later date and update your team.
• Do not post content to or participate in any conversation about the incident on a hashtag or platform.

Depending on the severity of the situation, there are three ways in which you could approach a consumer’s comment on your social media page:

1) If the issue involves your business directly:

Escalate

• Assess the situation with your social media team, if you have one.
• If it is a repeat topic or issue, respond as soon as possible. Create a template response that you can refer to if the issue comes up again.
• If it is a new topic/issue:
  • Look into it, quickly.
  • Acknowledge the issue and empathize to diffuse the situation, keeping your response short and sweet.

TIP: If you have a heated complaint and need to respond consider having someone else review your post first to ensure the tone is appropriate.

• Aim to take the conversation offline. Provide contact information, including the name of a staff person, if possible.
• Look for ways to improve. Negative feedback can be an opportunity to improve your business and customer service delivery.

2) If the issue has nothing to do with your business, but another business or industry:

Acknowledge & redirect to appropriate contact (comment may be factual and require a response, but only from the business or industry that should respond)

• Acknowledge the concerns of the individual
• Redirect the individual to the appropriate outlet for their comments (e.g. the correct business, industry head, and/or association).

3) If the issue has nothing to do with your business or any other business or industry, but is related to political or current affairs:

Acknowledge & report (non-urgent/non-sensitive comments)

• Acknowledge the concerns of the individual
• Monitor

Still not sure how to respond?

Crafting a Response

After deciding if the comment warrants a response or not, here is how you can go about crafting a response:

1. Acknowledge the comment or concern.
   • We understand your frustrations…”
   • Thank you for sharing your concerns regarding…
2. Address your business’ perspective on the matter, even if it is admitting your own wrongdoing.
   • “We believe that ____”
   • “(Your Business) strives to … Clearly we have made a mistake”
3. Address how your business is responding OR how that person can take further action if your business cannot do anything about it.
   • “We would encourage you to contact us, as we can…”
   • “We plan to…”
4. Depending on the scenario, invite them back to your business.
   • “We hope to serve you in the near future.”
   • “We look forward to seeing you again soon.”
5. Address your business’ perspective on the matter, even if it is admitting your own wrongdoing.
   • “We believe that ____”
   • “(Your Business) strives to … Clearly we have made a mistake.”
6. Address how your business is responding OR how that person can take further action if your business cannot do anything about it.
   • “We would encourage you to contact us, as we can…”
   • “We plan to…”
7. Depending on the scenario, invite them back to your business.
   • “We hope to serve you in the near future.”
   • “We look forward to seeing you again soon.”

Although social media can warrant some unwanted comments or posts, these can be taken as learning opportunities to help better your business. And in the end, you can turn a negative situation into a positive.