‘I want to shut down my Facebook page because I don’t want to deal with all of the negative comments that people have to say about my business.’
Have you ever heard something like this?
Have you ever thought this?
If you’ve thought it, please, take a moment to hang your head in shame.
I’ve recently had discussions with several friends and colleagues who have shared stories of their clients wanting to remove their business from social media because they don’t want to have to address negative comments, the headache that trolls can cause, criticism from their loyal consumers, or simply because they don’t have time to address these concerns.
The very thought of wanting to ‘remove your business from social media’ is completely missing the point.
You can’t remove your business from social media.
All you can do is remove yourself from the discussions that are going to happen about your business, regardless of whether you’re participating or not.
Just because you ignore issues, doesn’t mean they’ll go away
Consumers don’t limit their online expressions of discontent, enthusiasm, or other opinions on businesses to only those with a Facebook Page, Twitter timeline, Pinterest board, YouTube channel or blog.
They have their own blogs, their own Facebook profiles, Twitter feeds, message boards and almost numerous other options for sharing their experiences, opinions, and perspectives on your business.
By not engaging in social media, you’re willingly being ignorant to these discussions and removing your ability to participate, make things right, and in some cases, defend yourself.
You can learn from negativity and apply those lessons to improve your business
Consumers complain and spread negativity for a reason; they’re unhappy with your business. Sure, trolls exist, and some people are just inclined to complain, but most consumers have legitimate criticisms when they take their frustrations online.
Even when consumers are being negative, this is can be positive for your business. For every single person who expresses their criticism online, how many consumers are biting their tongue, vowing to themselves that they’ll take their business elsewhere in the future? It’s worthwhile to listen to what they have to say, and to view this as an opportunity to improve your business.
You can set the record straight
On occasion, there are consumers who express concerns on social media who are doing so unjustly. Maybe their negative experience was an anomaly, maybe they used your product improperly, maybe they didn’t set your service staff up for success. Whatever the issue, being able to receive these complaints also gives you opportunity to set the record straight and help those consumers out with their problems.
This will not only help the consumers you’re directly connecting with, but future consumers will be able to see these interactions and have greater faith that you are going to support your product or service, which can positively influence their purchase decisions. You might be able to avoid these issues or complaints in the future by creating record of your interactions, as a sort of FAQ or troubleshooting guide.
In my opinion, there is exactly one reason why engaging in social media could be viewed as a negative, and that one reason is that you no longer want to be in business, or no longer care about the future success of your business. This isn’t to say that the success of your business is entirely dependent on social media, but the perceived downsides are actually incredibly positive in most situations.
Have you ever been frustrated by complaints or negativity expressed on your social media properties? If so, how did you handle that situation?