Responding on Social Media – The shortcut guide

At Three Piece Marketing, we value a few home truths and reiterate simple philosophies which can help our clients get ahead. One of the core ones we promote is that the key to success is consistency to purpose. It seems painfully obvious, but when it comes to marketing, some companies are prone to knee-jerk reactions. And that is the antithesis of consistent marketing.

We get it, in the heat of the moment an idea may seem clever or inspired, but, the truth is, if you wish to succeed, you need to be consistent in your mission, your communications, the goals you set for the future, and how you respond to the market. As the inventor genius Thomas Edison once said, “Genius is one percent inspiration, ninety-nine per cent perspiration.”

Consistency outside the obvious 

One aspect of marketing consistency that often gets overlooked is how a company responds to comments on social media. Sure, marketers and managers generally accept that marketing is about consistency, and that social media is no exception. People generally understand how to and when to post, or what to post, but people often freeze or are unprepared for responses on their social channels.

Recently, I was talking to a prospective client about social media within their company. As it happened, they asked us what our thoughts were on a recent comment they had received online. In fact, they were floundering a little as they had not prepared for a scenario where someone may say something less than complimentary.

This particular comment on one of their posts that had polarized their audience. There was internal contention about how to reply, or if they should reply at all. After helping them realise that they needed to look at the comment dispassionately – as the comment was directed at the brand, not the people – they developed a response that was on brand and respectful.

This conversation for us is not unusual. We often work with clients to develop content plans, and one part of that takes into account how we will reply to certain feedback or engagement with our posts. Our strategy – which we will share with you here – is not necessarily rocket science, but what it is, is a considered, multi-faceted tool that can help relieve the pressure internally and prevent knee-jerk, and ill-worded responses.

Behold – the “Social Media Under Fire Cheat Sheet”, a pseudo guide to handling commentary on social media. While it is somewhat generic – as no two clients are the same and the way you reply to different people or posts should not be the same – it lays out a consistent framework for how to view social commentary and the way to engineer a positive feedback loop. You can consider it a starting tool to help you create your own. After all, how you respond on Tik Tok may indeed need to be very different for what you do on LinkedIn. What I would encourage though, is that you take the time to think about the potential responses that you may get and then what you do about them.

How to use this tool 

The “Social Media Under Fire Cheat Sheet” is comprised of a few key elements that are essential for effective responses:

Honesty: Being honest in your responses is crucial. Avoid trying to deceive or manipulate the audience, as it can quickly backfire and damage your brand’s reputation. Be transparent and genuine in your communication, even if it means admitting mistakes or shortcomings. In fact, people may applaud your honesty. Alternatively, you can jump in on brand mentions and steer the conversation like Chilli’s did in America.

Integrity and respect: Maintaining integrity and showing respect towards your audience, even in the face of criticism, is vital. Avoid engaging in personal attacks or responding with hostility. Instead, approach comments with professionalism and respect, regardless of the tone or nature of the comment. Do not be afraid to address the concern but where it may get inflammatory, be ready to suggestion discussing this on another platform or forum.

Be truthful to your brand tone of voice: Consistently align your responses with your brand’s tone of voice. If your brand is known for being witty and humorous, keep your responses in line with that style. If your brand is more serious and professional, maintain that tone in your replies. Consistency in tone of voice helps to build trust and familiarity with your audience. Do not change just to suit the commentary.

Fact-based arguments: When responding to comments, rely on facts and data to support your arguments. Avoid making baseless claims or engaging in speculative discussions. Back up your responses with credible sources and evidence to build credibility and trust with your audience. After all, Google and Chat GPT make it too easy for people to pull apart flimsy arguments.

Word of Warning

It is important to note that the 3PM “Social Media Under Fire Cheat Sheet” should not be used in isolation. It should be used in combination with a predefined strategy that aligns with your overall brand messaging and values. This will ensure that you maintain your authenticity which is essential in responding to comments on social media.

Be authentic in your responses, remove any emotional biases and make sure that the person you are replying to feels heard. If you are rude or make them out to be something they are not, it can backfire.

Additionally – and we cannot stress this enough – be flexible in your approach, as social media dynamics can change rapidly. This means small adjustments may be necessary to effectively respond to evolving situations.

Consistency in purpose and response strategy is critical in managing social media comments, whether they are feedback on a post or public perception resulting from media reports or other sources. By following the key elements outlined in our cheat sheet – honesty, integrity and respect, truth to your brand tone of voice, and fact-based arguments – you can develop a consistent and effective approach to handling social commentary.

If you need any help with this, sing out, we have a team of experts on-hand ready to help you!