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DOYO Live - Managing Social Media Complaints by Amanda Changuris


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Human interaction is at the root of all social media, and when humans interact a certain amount of it will get ugly. When you’re responsible for a brand’s online presence, you need to be prepared to handle the upset, the wronged, and the dismayed.
Attend this session to see real-life examples spanning more than seven years of health care and health insurance experience, learn what people really want from you when they start hitting you up on your social media accounts, and discover management strategies to help you get through whatever the internet throws your way.

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DOYO Live - Managing Social Media Complaints by Amanda Changuris

  1. 1. Managing Social Media Complaints Amanda Changuris August 4, 2016 @AmandaChanguris
  2. 2. 10/21/2016@AmandaChanguris 2
  3. 3. Most of the time, it’s good. 10/21/2016@AmandaChanguris 3
  4. 4. The Bulk of the Iceberg 10/21/2016@AmandaChanguris 4
  5. 5. People Get Upset When people get upset, they: • Want a solution • Want to vent • Want to “make you pay” in the court of public opinion 10/21/2016@AmandaChanguris 5
  6. 6. Sentiment & Behavior Flow Patients / Customers Happy / Neutral Upset Let You Know Offline Online Seethe in Silence 10/21/2016@AmandaChanguris 6
  7. 7. 10/21/2016@AmandaChanguris 7
  8. 8. 10/21/2016@AmandaChanguris 8 Courtesy xkcd
  9. 9. Step One: Listen So You Can Hear • Invest in a Paid Tool o HootSuite Pro / Enterprise o Spredfast, Falcon Social, Sprinklr, Percolate • Use Free Tools for Redundancy o Platform Notifications o Google Alerts 10/21/2016@AmandaChanguris 9
  10. 10. Step Two: Respond. Fast. • 39% expect a response within an hour • Average response time: 3.99 hours 10/21/2016@AmandaChanguris 10
  11. 11. Step Two: Respond. Fast. 10/21/2016@AmandaChanguris 11
  12. 12. Step Three: Respond Well • First Response Essentials: o Empathy o Blameless Apology o Offer Assistance • ACID Test o Acknowledge o Contain o Inform o Direct 10/21/2016@AmandaChanguris 12
  13. 13. Be Human • Address the person by name • Consider using “I” rather than “we” • Have a personality (and use it wisely) 10/21/2016@AmandaChanguris 13
  14. 14. Be Human 10/21/2016@AmandaChanguris 14
  15. 15. Minimize the Distance Between Customers and Answers 10/21/2016@AmandaChanguris 15 @HighmarkHelp
  16. 16. Canned Responses It’s tempting… but please just don’t. 10/21/2016@AmandaChanguris 16
  17. 17. Canned Responses 10/21/2016@AmandaChanguris 17
  18. 18. Challenge: Coordinated Complaints • #dontdenykevin 10/21/2016@AmandaChanguris 18
  19. 19. Challenge: Issues that Keep Coming Back 10/21/2016@AmandaChanguris 19
  20. 20. Challenge: Issues that Keep Coming Back 10/21/2016@AmandaChanguris 20
  21. 21. Challenge: A World of Constant Change • Twitter’s Customer Service Features: o Setting to allow anyone to send you a DM (no need to follow) o Direct-to-DM links for smooth transitions o Customer satisfaction surveys via DM 10/21/2016@AmandaChanguris 21
  22. 22. Challenge: A World of Constant Change 10/21/2016@AmandaChanguris 22
  23. 23. Challenge: A World of Constant Change 10/21/2016@AmandaChanguris 23
  24. 24. Put It to Work! • Don’t expect it to be easy… • But don’t take the negativity personally. • Questions? 10/21/2016@AmandaChanguris 24