Handling Negative Feedback Online: My Experience as a Social Media Manager

In 2022, I had just joined the Social Media Management field and took part in my first social media campaign. This specific campaign was my first engagement with negative online criticism.

The campaign involved partnering with an influencer to push our message online. While the effort was bold and innovative, it also attracted a wave of negative comments. In Kenya, the land industry has a history of skepticism due to numerous fraudulent practices, and many were quick to project their mistrust onto our campaign, labelling it a "con."

Initially, it was overwhelming, but with the guidance of our Managing Director, I learned a transformative approach to handling online criticism which has guided me ever since.

The steps we used turned negativity into trust-building opportunities.?

So here’s how we navigated this challenge:

Step 1: Remove Emotion From Responses

I fall in love with every brand I have worked with. And so most times, negative feedback or comments can feel a bit personal sometimes. Your first resolve is often? to defend the brand you love.?

In this case, I remember our MD telling me that responding emotionally only adds fuel to the fire.

The first step is to always detach emotionally and come from a place of professionalism. For instance, instead of reacting defensively, we always started our response with empathy:

"I feel and understand your concern."

This simple statement made negative commenters feel seen and heard, setting the tone for a constructive conversation rather than a heated argument.

Step 2: Follow Up With Facts

Once empathy has opened the door, the next step is to present undeniable facts about your product/service. Transparency is key.

We highlighted what set our offering apart: clear ownership documentation, a proven track record, and testimonials from satisfied clients. This included attaching materials like YouTube video links.

By addressing concerns with facts, you reassure skeptics that their assumptions do not apply to your offering.

Step 3: Extend an Open Invitation

Our responses also involved inviting critics to engage with us directly. This includes adding a statement like:

"We’d be happy to have a call with you to address any additional questions or concerns. You’re also welcome to join our amazing community to learn more about what we offer."

This proactive approach showed we had nothing to hide and were eager to connect on a deeper level. Many responded positively, expressing gratitude for our detailed responses and even reconsidering our product.

Step 4: Recognize When to Remove Content

Here's a disclaimer though - not all negative comments deserve engagement. Some will be disrespectful or entirely baseless. In such cases, it's okay to remove those comments to maintain a respectful and factual space.

Constructive feedback is welcome, but toxic negativity doesn’t need a platform.

Step 5: Understand the Root Cause

Take time to reflect on the broader issue. For instance, much of the negativity wasn’t about our product but stemmed from past experiences with other brands in the industry. Acknowledging this context helped us approach critics with compassion, not defensiveness.

Remember, handling negative feedback online isn’t just about damage control - it’s also an opportunity to build trust, strengthen your brand, and create advocates out of skeptics. By responding empathetically, presenting facts, inviting dialogue, and setting boundaries, you can turn criticism into conversations that drive growth.

? Have you ever faced negative feedback in your online spaces? How did you handle it? Share your experiences and let’s exchange ideas on building trust and turning challenges into opportunities.