How do you manage online negativity?

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Online negativity is a common challenge for anyone who uses social media for personal or professional purposes. Whether it's a rude comment, a bad review, a troll, or a competitor, negative feedback can hurt your reputation, your mood, and your goals. How do you manage online negativity effectively and strategically? Here are some tips to help you cope with different types of negative situations on different social media platforms.

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1 Understand the context

Before you respond to any negative feedback, you need to understand the context and the intention behind it. Is it a genuine complaint, a constructive criticism, a misunderstanding, a personal attack, or a spam? Who is the sender, and what is their relationship with you or your brand? What is the tone and the language of the feedback? How visible and influential is it? Depending on the answers to these questions, you may need to adjust your response strategy accordingly.

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Haley Deming

On Parental Leave — Leading Thought Leaders on LinkedIn. Ex-Marketing & Communications at One Medical, ClassPass, 1stDibs
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Often times, negative signals online can lead to an organization uncovering a bug or tech issue before they even realize themselves. At a previous employer, we'd find out that the app was down often via Twitter before our teams realized what had happened due to member signals (which was actually a POSITIVE signal, because it meant we had a service they wanted to use right away!)

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2 Choose your response

Once you have assessed the context, you need to decide how to respond to the negative feedback. There are four main options: ignore, delete, reply, or escalate. Ignoring is usually the best option for trolls, spams, or irrelevant comments that don't affect your reputation or your audience. Deleting is an option for abusive, offensive, or false comments that violate your community guidelines or terms of service. Replying is an option for genuine complaints, constructive criticisms, or misunderstandings that can be resolved or clarified with a polite, professional, and empathetic message. Escalating is an option for serious issues that require legal, technical, or managerial intervention.

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Haley Deming

On Parental Leave — Leading Thought Leaders on LinkedIn. Ex-Marketing & Communications at One Medical, ClassPass, 1stDibs
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This is highly situational. I've been in negative response scenarios where we've had to loop in legal and crisis communications agencies, and others where my direct team has had the authority to handle directly and swiftly. Some take longer depending than others, but it's never something you want to rush or take action on without appropriate buy-in. I also always save the buy-in thread so you have a record of who the approvers were.

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3 Adapt to the platform

Different social media platforms have different features, norms, and expectations that can influence how you manage online negativity. For example, on Twitter, you may need to respond quickly and concisely to negative tweets, and use direct messages, hashtags, or mentions to communicate with your audience. On Facebook, you may need to monitor and moderate your page reviews, comments, and messages, and use pinned posts, stories, or live videos to address negative situations. On Instagram, you may need to use filters, stickers, or emojis to add some positivity and humor to your responses, and use stories, reels, or IGTV to showcase your brand personality and values.

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4 Learn from the feedback

Not all online negativity is bad. Sometimes, negative feedback can help you improve your products, services, or content, and show your audience that you care about their opinions and needs. Therefore, you should always try to learn from the feedback, and use it as an opportunity to grow and innovate. You can also use analytics tools to measure and track the impact of negative feedback on your social media performance, and adjust your strategy accordingly.

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Haley Deming

On Parental Leave — Leading Thought Leaders on LinkedIn. Ex-Marketing & Communications at One Medical, ClassPass, 1stDibs
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Sometimes, negative feedback can actually bring some of your biggest brand advocates to life. The ability to turn a negative experience into a positive one is a huge opportunity, and not every brand takes this seriously. Product feedback is a great example of this.

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5 Protect your well-being

Managing online negativity can be stressful and exhausting, especially if you have to deal with it frequently or intensely. That's why you should also take care of your mental and emotional well-being, and avoid letting negative feedback affect your self-esteem or your motivation. You can do this by setting boundaries and limits on how much time and energy you spend on social media, by seeking support and advice from your peers or mentors, by focusing on the positive feedback and the loyal fans, and by celebrating your achievements and successes.

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Maiysha Clairborne MD

Employee Well-Being & Workplace Culture Consultant | Psychological Safety & Trauma Informed Communication Expert | Leadership Development & Communication Coach | Trauma Informed Coaching Certification | TEDx Speaker
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It’s important to understand that where you put your focus will drive your energy. When it comes to social media, it’s useful to set limited time blocks for how much you will spend scrolling, responding, and even posting. Likes and comments create a physiological response in our bodies, which can be addictive, if not cautious. It takes quite a bit of mental discipline to pull back once engaged, but with the amount of negativity on social media it’s essential for one’s well being. My suggestion: choose three or four times throughout the day that you will, check social media and decide which platform that will be. Block 15 minutes and set a timer to keep yourself accountable.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you manage online negativity?

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3

4

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1 Understand the context

2 Choose your response

3 Adapt to the platform

4 Learn from the feedback

5 Protect your well-being

6 Here’s what else to consider

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