ROI of Trust: What about Negative Comments?

Some People Just Can Say Anything Nice

In this series, we’re putting context around the issues of trust and control that concern companies as they consider blogging.

If I let my employees blog, I open my company to negative comments from people with bad intent.

If we think a little wider, we realize that we’re already open to those negative comments from those very people . . . the comments will happen with or without the company blog in question. A search on the Internet is sure to find negative comments about any successful product. What a blog offers is an official place to address them.

What is an effective way to address negative comments on the Internet? Look to the people. The response is the same as we might handle it well in person.

• Consider the source and the value of the information. In the extreme case, when they offer no value or are offensive, moderation is an option.
• Be gracious. Acknowledge the comment and the commenter with a respectful “thank you” for the investment of time sharing the opinion. Offer appropriate and authentic apologies if the situation warrants.
• Be thoughtful. Agree to the facts and point out the misunderstandings.
• Be transparent. Add any available information that might offer context or clarity to the situation.
• Be action-oriented. If something is happening in response, say so. If nothing can be done, tactfully explain that too.
• Be confident and non-confrontational. If the commenter cannot be satisfied, agree to disagree, and offer to take the discussion offline. Other readers will thank you.

We all know that a great information source and a great relationship can begin with a negative statement. Sometimes we don’t realize that the way we handle such situations also builds trust in those who are only watching what happens.

Negative comments offer us a chance to show our commitment to all of the people we work with.

Liz Strauss
Put people back in business with Liz.