I was planning a family vacation recently and spent
a lot of time online trying to find a place to stay. In fact, the more I looked, the more confused I became. It seemed that every hotel had at least
a handful of negative comments written about it. I’d read them, get scared and move on.
After a few hours of that, it became evident that
it’s impossible to please everyone all the time. However, I found an easy way to find the well-run
hotels. They were the ones with
managers who responded promptly and with care to the negative comments.
One of the inherent dangers of social media is that
a brand can be tarnished almost immediately with a simple comment. Criticism of a brand on Facebook, Twitter,
blogs and websites—such as the travel sites I was looking at—can spread quickly
and can wipe out a good image almost instantly. Yet, these managers figured out how to turn a negative into
a positive by listening, responding quickly, apologizing and vowing to fix the
This approach was good enough for me, and I
guarantee it will be good enough for your audience as well.