defending your brand on facebook

DEFENDIN

G YOUR B

RAND

ON FACEBOOK

HOW T

O EFF

ECTIVELY

RESPO

ND TO C

OMPLAIN

TS

DEFENDING YOUR BRAND IS CRITICAL

Brands are the bedrock of a business. People trust in what they see, hear, and ultimately

'feel' about a brand, which results in purchase decisions and loyalty

to return again. – Karl Ribas Blog

BRAND ATTACKS CAN INCLUDE

• Negative customer feedback

• A disgruntled employee• Competitors posting on

your page

EXAMPLES OF COMPLAINTS

Your bookstore is incompetent. After 16 days of my book order being "in process," I called the

store and they told me they don't carry the book that I

ordered from their own website. That's ridiculous.

EXAMPLES OF COMPLAINTS

So Northwest Vista you're people you have hired in financial aid obviously don't know what they're talking about. I went down there August 30 to ask where my "cash

card" was and the lady told me that they ordered me one that Monday which was

the 27 and told me to give it five to seven business days. I was content with that answer. Those days passed by and I

hadn't gotten anything.

EXAMPLES OF COMPLAINTS

The shuttle service is horrible! I live 10 min away but I leave an hour and a half early to get to class. When I do get to

class I'm sweaty and out of breath. Every time I get to the over flow lot I

see a long line. You are forced to wait in line in 100% weather for sometimes 20 or 30 minutes. The shuttles are always

full and your always waiting in line.

STRATEGIES TO DEFEND

• Take a Deep Breath and Think Before You Respond

• Respond Quickly

• Don’t Delete

• Take the Commenter Offline

• If you see a trend, fix it and Respond!

• Don’t make excuses

• Respond in a conversational way/Remember tone

WHAT TO SAY?

• I’d love to discuss this situation with you more (direct the commenter offline)• Ask the reader to message you with his/her

email address/phone number• Please give us xxx time to research the

issue and we will share with everyone the solution.• If you solved the problem, you can privately

message the person to remove the post.

WHAT TO SAY?

• Thank you for letting us know! We are very sorry you had a bad experience with our service (product, business, etc). Please email us at xxx so we can make it right.

• Thank you for your feedback. We will let our leadership know of your concern so we can avoid/fix/rectify these issues in the future.

LET YOUR FANS HELP YOU

hey, guys i dont approite the negative comments, just be thankful that this

wonderful school is your life. i understand where your coming from jesus. please i totally understand i

wanna sleep in, but im going to school for a reason. im truely sorry,

if i affend anyone. i apologed.

LET YOUR FANS HELP YOU

Hey NVC! I am having a blast at UT in AUSTIN! Thanks for the

education you gave me and I really miss the beautiful campus. NVC is amazing and every school has its flaws but I gotta say this place

was a godsend to me. Graduated with my Associates and a 4.0 GPA!

LET YOUR FANS HELP YOU

Kudos to Amanda at Advising office!

Great customer service and going above and beyond!!!

WHEN TO SAY NO MORE!

The last resort: Banning the person!

Only ban the person if they show a trend of using foul language, is offensive, racist or make any derogatory remarks.

CONTACT INFO

Melissa Monroe-Youngmmonroe-young@alamo.edu

486-4681