Social media is a double-edged sword: It gives utility and DSM program brands a great deal more visibility and credibility, but that visibility can turn against us if it becomes negative. Twitter is a case in point. When irate customers tweet their complaints about a brand, damage control is essential. To cope with the trend toward disapproving tweets, Twitter recently rolled out a direct message button that business can embed on their websites to circumvent more public displays of disaffection.
It would be nice if all complaints lodged at businesses didn’t have to be aired so openly, but that’s the unique power of social media—its ability to be a transparent mechanism for both praise and provocation. You can’t stop negative comments, but you can manage them with integrity—and empathy.
Here’s how to take control of the situation and transform criticism into kudos.