How Should A Company Respond To Negative Social Media and Blog Comments?
By Steve Farnsworth @Steveology
When someone starts to criticize your company or latest business move online, what can you do to help stop that behavior? That’s a question I get a lot. Here Susan shares how Cisco has handled that very problem successfully.
Watch the video Click Here
This video was shot at the 2011 B2B Social Communication Leadership Forum in Silicon Valley presented by PR Newswire and Business Development Institute.
Interviewed
Susan Siravo
Vice President, Corporate Communications
Comerica Bank
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Disclosure: My ticket was provide without charge by PR Newswire and Business Development Institute.
Steve Farnsworth's Old Blog 
Noud Wilders
June 20, 2011
I have owned a succesful internet shop in the late nineties and in those days it was very important to offer a service level that exceeded the non virtual shops (I guess it still is). So in my opinion a complaint was always something that needed to be resolved. However, a solution akso needed to be a realistic one. With this I mean that you need to engage with those who have negative comments and try to find out if there is anything you can do about it, or that -and this is often just as important- you just need to listen to them and acknowledge that they have had a negative experience. Only then you can offer a solution.
In short: engage with them as a human being.
Steve Farnsworth
June 20, 2011
I absolutely agree with you. Well said.
Sebastian
June 26, 2011
Great video/case study. It is extremely important to stay alert and on top of your social media presence. Because audiences are using social media more than ever to connect or talk about brands, being “in the know about what your audience is thinking about your product is essential for your businesses survival.
Peter Burke
November 25, 2012
Good points raised above.Given the role social media can play in crisis communication- both as a potential “ignitor” and as a tool to diffuse – vigilant monitoring is important. In the normal course of business, it also helps a company keep tabs on perception in the marketplace.
Steve Farnsworth A.K.A. @Steveology
November 28, 2012
Peter, I think you are so right. In an Altimeter report called the ROI Cookbook, the greatest value companies noted as getting from social media was customer insight.
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