Non-edited and unmonitored comments, perceptions, allegations, contentions and attitudes on social media channels are daily damaging brand names.
The democratisation of technology empowers consumers, exposes businesses and provides platforms for the aggrieved with little or no editorial oversight, fact-checking, moderating or critical analysis.
The most vulnerable to these potentially toxic missives are small to medium-sized enterprises, which typically lack the capacity and capital to effectively address, redress, neutralise, refine, remove and moderate these contentions, perceptions, beliefs and emotive statements. Disturbingly, the consequences can be profound, immediate, widespread, ongoing and expensive.
Cancelling, neutralising and remediating such can be, and typically is, complex, resource-intensive and time-consuming.
Therefore, monitoring social media channels and all other platforms is imperative and non-negotiable. They are an integrated, disciplined presence that needs to be respected and protected. Delegating the task to junior team members is fraught.
PLAN IT OUT
Respecting and protecting brands from online comments has strategic implications and consequences. It warrants the formulation, documentation, and implementation of a social media management strategy that is part of and contributes to the broader company’s strategic plan.
In isolation, care must be taken to consider, determine and carry out the essential fundamentals of online presence, including purpose, driving force, goals, objectives, short-term targets and specific tactics.
The content and context should be uniform and universal.
ITS PERSONAL
For consumers, customers, and clients who are sufficiently motivated to comment on social media, the issues are personal.
In many instances, the key underlying factor is the perception that they and their issues are not being recognised, respected, or responded to.
Therefore, responses need to be individualised, personal and personable. Use of collective nouns, including “we”, “the team” and “our group” needs to be set aside.
PRESUME NOTHING
Comments, allegations, and contentions are often unsubstantiated, unfact-checked, and have questionable justifications.
Therefore, initial responses should not necessarily imply acceptance of guilt, sorrow, shame or apology. It is reasonable for a dedicated, experienced, qualified, and authorised individual responsible for addressing, mediating, and resolving issues to pose several probing questions to establish the facts and basis of online commentaries.
Discipline and objectivity are virtues.
ADDRESS THE SPECIFICS
Many negative social media comments are emotive, non-specific, subjective, and reflect a “victim mentality”.
Resolution of such is difficult, if not impossible. Therefore, a strong focus on what is justifiable, resolvable, equitable and appropriate is essential.
Fairness and equity do not necessarily come easy. Avoid and minimise emotional – often personal – distractions.
GET OFFLINE
As a sweeping generalisation, it is preferable to get the issue, the complainant and the issue resolution process offline.
Indeed, ideally, the text should be removed to enable, encourage, and facilitate addressing the matter at hand personally, privately, and confidently.
Adjectives should be minimised and emotions contained. Nuances, inherent in the spoken word, project intent and can establish integrity. Verbal exchange is immediate, and pauses are powerful instruments in making statements. It’s an art form that cannot be utilised online.
SECURING AGREEMENT
Achieving consensus, agreement and resolution is challenging. Maintaining it is complex. Keeping the topic offline is typically advisable.
Therefore, detailing what has been agreed and concluded is fundamental. Re-entering the social media channel is relatively easy, prompt and can be destructive.
Rekindling the matter is usually perceived to be an elevation. Hence, the company need to be considered, reasoned and reasonable – but above all, structured and disciplined.
FOLLOW-UP
Placating “ruffled” emotions is fulfilling. It is usually the first step in a longer journey. Personal verbal follow-ups help maintain equilibrium.
Confirming, reassuring and reinforcing are the foundations of peace-of-mind. Utilise them. There are no shortcuts.
The overall process of monitoring, addressing, redressing, moderating and managing online comments about brands is involved. It requires commitment, discipline and diligence. Your brand deserves nothing less.
by Barry Urquhart – (c) 2025
Read Time: 4 minutes.
About the Writer.
Barry Urquhart is a highly regarded market research and strategic planning consultant, recognised throughout Australasia for his insight, clarity, and thought leadership. A seasoned keynote speaker at premier conferences, Barry is also the acclaimed author of Serves You Right! And Service Please!, two of the region’s top-selling titles on customer service excellence.
Respected as a trusted voice in business strategy, Barry continues to lead influential workshops and development programs that help organisations drive sustainable growth, elevate service culture, and achieve competitive distinction.
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