The management of digital communities in the new normality

Today, in what many call the new normality, the management of digital communities (fans, customers, followers, key audiences that you have in your networks) are your letter of introduction when generating more business or purchases.  Sesiones de formación de marca.

Customer service channels are now focused on digital, so you should not only train or receive training in this regard, but also generate follow-up processes and communicate them to your digital community managers, community managers or public relations department.

Here is a checklist regarding the management of negative comments and complaints on social networks:

Do you have a protocol for responding to a complaint on social networks?

If they mention an authority (ombudsman, consumer defense complaining about your product) do they know what to do in your social media department?

Who is responsible for approving the responses to claims or complaints in networks for your services?

Are you clear when in your company or brand you consider that you have a crisis in social networks?

Do you know what is the most frequent complaint in networks regarding your service?

If they have, trolls or insulting comments, what does your procedure indicate?

Do you have a procedure for customer complaints on social networks?

For a long time, social networks have been used as a business resource without objective or strategy. Many are unaware of its potential as a management channel and now, we are all hyperconnected and in the era of the new normal we see how the way of connecting has changed, or the digital transition has accelerated.

How to do it

First

Define house inside who will assume the professional profile that manages comments and who will follow up on the requests or cases of clients who are communicating through social networks. These social channels must be attended by a Community Manager and supervised by the Social Media Manager or the head of Public Relations and Communication, who is in charge of monitoring how the story of the brand and its values ​​are communicated through all media, channels and platforms.

Bill Gates once said an interesting phrase: "If your business is not on the Internet, then you are not in business." And add to this: If I had a single dollar left, I would invest it in PR”.

Second:

You need to elaborate the feedback management process. Each step with managers, management indicators and monitoring. Online visibility and its directly proportional effect on the company's reputation and then on its values ​​constitutes one of the biggest threats to companies with an Internet presence. Remember now it is more within everyone's reach with the opportunities and threats that this means.

However, knowing how to handle the situation well, it is possible to turn this possible threat into opportunities to show off and stand out from the competition.

Third:

Use logic and emotional intelligence to manage complaints or negative comments.

You have 3 options;

valuate the situation that has caused that negative comment. If it is real due to a bad company procedure, assume responsibility and give a solution that is as satisfactory and legal as possible.

If the complaint comes from an annoying user, and there is no reason (prior to what you have investigated), try to reason with him an intermediate solution (approved in the protocol) and show him that for the organization, its clients and publics come first.

If they are trolls, don't make too much of it (don't feed the troll). In these cases, users usually come out in defense. (when you have retained them with quality content and good customer management on social networks).

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