Managing Social Media ComplaintsAmanda Changuris

August 4, 2016@AmandaChanguris

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Most of the time, it’s good.

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The Bulk of the Iceberg

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People Get UpsetWhen people get upset, they:• Want a solution• Want to vent• Want to “make you pay” in the court of

public opinion

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Sentiment & Behavior Flow

Patients / Customer

s

Happy / Neutral

Upset

Let You Know

Offline

OnlineSeethe in Silence

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Courtesy xkcd

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Step One: Listen So You Can Hear

• Invest in a Paid Toolo HootSuite Pro / Enterpriseo Spredfast, Falcon Social, Sprinklr, Percolate

• Use Free Tools for Redundancyo Platform Notificationso Google Alerts

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Step Two: Respond. Fast.

• 39% expect a response within an hour

• Average response time: 3.99 hours

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Step Two: Respond. Fast.

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Step Three: Respond Well• First Response Essentials:

o Empathyo Blameless Apologyo Offer Assistance

• ACID Testo Acknowledgeo Containo Informo Direct

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Be Human• Address the person by name• Consider using “I” rather than “we”• Have a personality (and use it wisely)

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Be Human

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Minimize the Distance Between Customers and Answers

@HighmarkHelp

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Canned ResponsesIt’s tempting… but please just don’t.

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Canned Responses

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Challenge: Coordinated Complaints

• #dontdenykevin

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Challenge: Issues that Keep Coming Back

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Challenge: Issues that Keep Coming Back

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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 transitionso Customer satisfaction surveys via DM

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Challenge: A World of Constant Change

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Challenge: A World of Constant Change

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Put It to Work!• Don’t expect it to be easy… • But don’t take the negativity personally.

• Questions?