Consumer feedback has become one of the basic tools that other buyers use to establish whether or not they are going to purchase a product or to establish the conditions of a service. For brands, the reviews have become a seal of guarantee to reach consumers and also a kind of eternal headache, in a sword of Damocles that hangs all the time on their neck, since although they have a lot of potential To do very good things for your sales figures, they can also do a lot of damage. According to the Trust Economy Report , a study by eConsultancy, reviews have the potential to create 40% more revenue on a business’s accounts. In other words, good comments can make sales grow by 40%. Taking into account that 83% of the opinions left by consumers are positive, comments are a very important element to improve positions and lead consumers. But what happens when you are part of the companies that have been the target of that 17% of negative comments that balance the balance of opinions on the internet? Businesses often experience panic attacks when faced with that alternate reality.
A negative comment is almost always seen by company officials as a direct attack on the corporate waterline, although the truth is that it is not always necessary to react so tremendously to a bad opinion. Not all commenters are sincere and not all negative comments carry equal weight. Among the bad opinions there is also spam, as occurs in the inbox of emails, and there are therefore messages that are not really questions that should make the Iceland WhatsApp Number List company change its line of behavior. In eConsultancy they have done a robot portrait of the different types of negative comments and the responses that companies should give them. False opinions from very real competitors This is one of the common fears of brands, especially those smaller and with less experience in the network. A small SME usually exclaims on a regular basis when talking about going online: and so my competition will only leave negative comments! From the outset, even so, consumers will be suspicious of those negative comments that appear in a recurring and almost abusive way on a brand’s page. And, to continue, there are strategies that can be followed to curb its impact and its damage.
The problem, as they explain from eConsultancy, is not something that only small companies have to face. The big ones are especially those who recruit commentators to leave good comments about their products? and bad of the competition. Although it is an immoral and persecuted practice, a small fine will not pose much of a problem when the alternative is a business of millions. The best formula to end false opinions is to establish systems that verify who is leaving comments and their legitimacy, such as leaving the possibility of giving their opinion only to those consumers who have actually bought the product. This works on the company’s site (although many opinion pages have also introduced identity tools to stop spam with unreal comments) and allows not only to eradicate false opinions but also to know that when there is a complaint it is real and, therefore, it is necessary to attend and solve it.
The blackmail comment We have all ever felt, as consumers, the temptation to post on social networks a highly negative comment from the company that is treating us badly in order to get them to act and solve the problem. If the community manager gets in the way, our incident will have a quick solution. This, deep down, is not so bad: after all, something bad is happening and needs to be fixed. But in addition to these comments, others have appeared that fall directly into blackmail. Some consumers, a minority, have taken the internet as a key to getting what they want and pressure companies with threats of negative comments if they do not give them what they want. As pointed out by eConsultancy, it is already happening to hotels, who already receive calls from guests asking for services or attention on pain of leaving a comment destroying their reputation on the internet. How to respond to blackmail? Deep down, the advice they give in eConsultancy is quite similar to what we have all assimilated after years and years of watching intrigue movies.
The first thing is to have a previously established line of action: develop before this happens a protocol so that all the brand’s employees respond in a similar way and so that all these threats are addressed in the same way (and receive the same payment. ) It’s fundamental. The second is not to take it to the tremendous. A threat and blackmail can bring out the worst in a person, but if you are representing a company you should not get carried away by emotions. You have to remain calm and cool when dealing with the problem. And, above all, and as the police officers in the movies always say, we must not comply with blackmail. You can negotiate and offer alternatives, but don’t panic either. Positive comments from others will make up for the angry and evil comment from the blackmailer.
Be careful with the legal implications of negative comments Lots of brands would rage and sue all negative commenters, but that’s not the smartest thing to do. In addition to freedom of speech (and it should never be forgotten), a defamation lawsuit (as offensive as the comment may sound) is very difficult to win. Not only can you turn against the brand if you lose your mind, your image can also be clearly damaged. Consumers do not like companies that try to silence their clients and, if a firm tries to extinguish the clamor of bad opinions in court, other potential users may feel that public opinion is being manipulated and, above all, that he has something to hide. And even if the trial is won, the damage can be done and closed. For example, the lawsuit that a French restaurant won against a blogger who criticized its services became a viral story and caused the name of the establishment to be shared by half the world? and not with the best of intentions. The review, which until then had been read by only a few Internet users, went viral and the restaurant became one more victim of the so-called Streisand effect .