The art of response is a delicate one. Many companies spend an abundance of time crafting straightforward messages, fine tuning the exact wording they wish to use when posting a new blog article or publishing an ad, but fail to follow up when consumers make comments—and believe us, they will make comments.
Responding to others’ comments and posts is a great way to encourage mutually open communication, build your authority and add another channel for your brand rhetoric.
Positive Responses
While positive reception seems rarer nowadays, odds are if you’re posting quality information you’ll attract at least a handful of positive comments. Responding to these comments is easy, but you can make your responses more effective for building authority and loyalty by employing a couple simple tips. First, make sure you’re sincere—don’t just give an empty thanks and move on, show that you truly read the positive comment and acknowledge it. Second, add more helpful information—if the consumer liked what you said about a given topic, link them to a similarly helpful article.
Negative Responses
People will also have their share of negative feedback, like it or not. Your initial response might be to delete the comments, but it can actually be beneficial to leave them up—as long as they are not offensive. Respond with acknowledgement and patience; address the commenter’s concerns when possible, and work to resolve the situation. Others will appreciate your care in handling less positive feedback.
External Responses
Take the time to venture outside your own realm and comment on other blogs and news items relevant to your industry. Engage with similar authorities in the industry, and offer your own content as a follow-up, but only when it’s truly relevant. Use specific terminology and concise statements to avoid coming off as spammy or salesy.
Remember, commenting may seem simple but it’s an important part of your brand rhetoric. Stay relevant, be specific, and always stay as sincere as possible.
