There are times when small businesses with active social media accounts might be tempted to mute user comments to avoid negative feedback or controversy, but a recent study suggests that may not be the best approach.
The study, done by researchers at the University of Alabama and Vanderbilt University, reported that influencers who turn off comments on their social media profiles are making a big mistake. Public figures who disable social media comments are seen as less persuasive and less likable than those who do not. Since most influencers and celebrities operate as brands, these results suggest the same consequences hold true for businesses.
However, there are moments when disabling comments on your business's social media accounts is unavoidable. There’s a right way to manage your followers' expectations if you need to turn off commenting. Here's what to consider as you navigate the comments sections of your business accounts.
The downside of turning off social media comments
Influencers and celebrities may turn off social media comments after an unflattering news story, a public gaffe, or for their privacy. No matter what the reason, the reaction from their followers is often negative — with long-term impacts.
Michelle Daniels, one of the co-authors of the study, explained, "We discover that when influencers disable comments, they are perceived as less receptive to consumer feedback, or what we term 'consumer voice.'"
"Consequently, they are judged as less sincere and ultimately incur both interpersonal and professional consequences. In other words, disabling comments can undermine a key influencer asset, their perceived receptiveness to consumer voice and their ability to connect and engage with their followers," Daniels said.
The core finding holds true for businesses, too. Customers trust businesses that are transparent, honest, and authentic in their social media communications. In practice, that means keeping the comments turned on — even when negative reviews come through.
How do negative comments on social media affect your brand?
It's tempting to take action when you see negative comments posted on your business profiles. Negative comments can certainly impact your customer loyalty and sales. Too many negative reviews can damage your growth prospects.
Try to see negative comments as an opportunity rather than a challenge. Responding to customer comments can show that you're interested in improving and taking feedback seriously — two signals that can help boost customer trust.
"According to research, a third of customers who get a response to a negative review will delete their original negative post. Another third will post a follow up or new review countering their initial post," wrote Clover, a small business point-of-sale system.
[Read more: Top Tips for Handling a Bad Customer Review]
Ask yourself, 'If a person came into my physical store and behaved this way, would they be asked to leave?' If the answer is yes, consider banning them from your online space.
Verde Brand Communications
How to handle negative comments on social media
Rather than locking down your comments section, address negative feedback on social media by taking the following steps.
- Respond quickly. When you first see a negative comment, act quickly to show that your business cares and prevent the incident from spiraling out of control.
- Acknowledge you've heard their feedback. You may not understand the complaint or know if it's true yet. Regardless, it's important to publicly acknowledge the feedback and try to move the conversation to a private channel.
- Follow up privately. Send an email or direct message to get more details so you can resolve any issues. Offer the commenter a direct channel through which they can air their grievances away from your audience. Keep in mind that while your message may be private, it can still be captured as a screenshot and shared.
- Make it right. If it's within your power, try to make it right with the original poster with a small discount, refund, or apology.
- Take the opportunity to improve. Share any updates that could help your broader audience.
This final point is one to handle with care: You never want to appear defensive or escalate an issue from the comments to a broader audience. However, if you update a store policy or have an update that could help others empathize with your business, that's worth sharing.
"If, for example, an influencer is perceived as taking reasonable measures to protect themselves during times of emotional turmoil and distress (e.g., grief and mental health struggles), the backlash against disabling comments is weakened," the study found.
When should you turn off social media comments?
There may be instances when negative comments get out of hand. Offensive comments, trolls, or spam are all signs to shut down the comments section.
"Ask yourself, 'If a person came into my physical store and behaved this way, would they be asked to leave?' If the answer is yes, consider banning them from your online space,'" wrote Verde Brand Communications, a Colorado-based public relations, digital marketing, and full-service brand communications agency.
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