1. How to Respond to Feedback, Posts, Comments and Reviews

2. Perhaps you’ve had one of these… (Admit it- there’s room for improvement)

3. Or perhaps you’ve had one of these… (and you did in fact screw up)

4. And maybe consumers really aren’t happy… (oh great, now legal wants to get involved)

5. And as long as you don’t do this…

7. You can still come out on top.

8. really? do tell.

10. WHENyou will respond

11. WHEREwill you respond

12. HOW will you respondBUT FIRST…

13. 10 listen

14. If you don’t listen, how will you know what people are saying?

15. Monitor the conversation – The BASICS (free!) Google Twitter Technorati Social Search RSS

16. Monitor the conversation - Enterprise Level Listening Search Digital Public Relations Display Measurement Effectiveness Creative Listening Platform Communication Media Planning Engagement Audience Outreach Brand Customer Service Research and BI Product .

17. And what should you be listening for? Brand sentiment (positive, negative or neutral) Who’s talking (influentials and elders) Context (where did the discussion start? where is it happening?) Community discussions (what’s important to them, vernacular) Trends and hot topics (latest & greatest news, memes)

18. 15 who

19. WHO should be engaging? Identify a core contact or team to respond (choose well- they should represent your brand well, they should be passionate, honest, reliable and likeable) Train them (be sure engagers know company policies, your brand and product line, legal issues, and most of all, understand how social media works) Point them in the right direction (have them read, read, read some more) Support them with resources (1 person can represent but they can’t stand alone)

20. 17 what

21. WHAT will you say? Add value (Come bearing gifts- the gift of service, information, deals or acknowledgement) Be honest (admit fault when appropriate, give factual information when you have it and if you don’t know, say that too!) Human Stuff (anything that makes you relatable and personable)

22. 19 when

24. Appropriateness(many comments don’t deserve a response. Know the difference between a “troll” and a regular consumer)

25. Review bloggers (thank them!)

26. After you’ve become part of the community (ideally)

27. And remember: Social moves faster than corporateBut basically, respond…

28. 21 fast!

29. 22 where

31. Responding in public (if you’re servicing your consumers and being helpful, shouldn’t everyone see that?)

32. Understand the venue (is this a mass audience or just “your tribe?”)

33. Taking if “off-line” (is it legally sensitive? )And remember…

34. PRIVATE isn’t always private

35. 25 how

37. Personally (have a human voice- give them something/someone they can connect with)

38. NOT with a corporate voice (it’s easy to hate corporate folk- not as easy to hate “Lindsay mom of 2”)

41. Expect everything to be public (even if you intended it to be private)

42. Speed is of the essence (react in a timely and appropriate manner)

43. Openness and Transparency is key (trust is paramount)

44. Never conceal (who you are, who you work for & what your intentions are- FTC)

45. Do your homework (search, listen, read, know your communities first)

46. Identify an engager (someone who will represent you well)

47. Nothing builds credibility like action (do what you say or don’t say it)

48. Gather internal resources now (get them trained & ready to respond)And Pay attention (things move fast- details are easy, but dangerous, to miss) 

49. Questions?

50. Lindsay Lebresco - Converseon Social Media Strategist llebresco@converseon.com 212-213-4297 x342 @lindsaylebresco 31