Social Media Disaster Recovery is possible and can save a brands reputation.
We often hear about the beauty of Social Media and the parting of the Red Sea that goes along with it. But what happens when the opposite happens? Like whenever a fan page becomes damaging? Don’t panic I have a story and some rules that may help along the way.
It started the other week, a simple mistake on our online calendar caused a patient to attend a scheduled appointment, when the office was closed. This not surprisingly prompted the patient to take to Facebook voicing their very understandable concerns about receiving the wrong information. The problem was handled smoothly and afterward I decided to note the solutions and action steps taken. At the time I had no idea I was following these very useful steps.
Social Media Disaster Recovery Rules
Step 1 Empathize
Most people are realistic and just want to know the brand is listening. No one likes pounding sand so even a gentle ear can fix a problem just by listening.
Step 2 Respond Quickly
Make sure you have the facebook pages app installed on your phone. This allows you to instantly review whats being posted on your wall. Had I not had this vital tool I may have not seen the message till the next day.
Step 3 Assure A Solution Will Happen
You don’t have to offer a refund or a discount. But assure the patient or client that a fix will be taken care of immediately, here is an example exchange.
I’m sorry did we make a mistake? We are going to get to the bottom of this ASAP! Thank you for sharing with us. We strongly value this feedback and will do everything to get this resolved quickly. Thank you for your patience and we plan to make things right.
Why does this work? First there is an immediate action taking place, it shows you are in control of the situation, and also gives you time to review what happened. Also thank them for caring enough to tell you their opinion. Many clients or patients will simply never call you again, and tell their friends you ignored them. The truth is many large companies pay customers a lot of money to tell them bad things about their brand to improve upon them.
Lets review a bad response below.
Please do not direct patient complaints on the facebook page. This page is for clinical discussions only and complaints must be directed towards our 800 number.
This may seem like an appropriate response but I’ll break down why it’s not. First regardless of the politeness there is no acknowledgment of the frustration the client or patient experienced, and instead shows a little frustration on the part of the user, don’t get negatively emotional! While I can understand recommending a patient call, the manner is so abrupt I’d be questioning the sincerity of the request. Which leads me to the next step on our list.
Step 4 Don’t Be Big Brother
It may be tempting to ask the patient or client to delete the comment or do it yourself but don’t. Deleting a reasonable complaint will only make your brand look questionable in the eyes of followers and could come back later. Instead let the statements stand and leave it as an example of how great your customer service is.
The website does indeed have the wrong date for that seminar. We are going to get to the bottom of this and make sure nothing like this happens again. Thank you again for your concerns and we very much appreciate them. We should have more information tomorrow, thank you again.
In this example the brand admitted it was wrong and promised to resolve the issue. The client was also thanked for their patience as they have been patient in avoiding harsh feedback.
Not Everything Falls Apart
See that wasn’t so bad. The discussion went so well my brand advocates (loyal FB follower) decided to help me out, praising my doctors ability and his expertise, and why the potential should not consider other options. The doctor also followed up the next day with a phone call thanking the potential for their patience and offered a direct personalized response.
The following morning the potential updated the facebook page expressing their relief and brand satisfaction. Had I deleted that comment string no one would have ever seen the excellent customer service experienced.
Whether you are promoting your brand, bariatric marketing, or another service, social media is an excellent tool to spread promotional messages and build a community. It also has the ability to showcase brilliant customer service that stands above competition and develops your brand further. Remember people are not narrowly looking for a mundane service, they are also seeking a brand they can trust and rely on, make sure thats you.