Social media is clearly a great tool for promoting a business or organization. But all business leaders have one concern about social media: What to do about the stream of unflattering feedback in such public forums.
Staying away from Twitter, FourSquare or any of the other social networks is not a good way to manage negative sentiments. A better approach is to take control of the conversation by establishing a presence in the networks so that you can monitor and follow up on negative feedback.
Let’s look at Starbucks as an example, this retail giant is celebrating 40 years of business – and lots of negative feedback! In an interview with USA Today, CEO Howard Schultz described one way the company uses Twitter:
“We have a Twitter feed visible in our corporate office that is unfiltered. So we are watching what people are saying about Starbucks. From time to time I go over and look at it, and it’s not always positive. I like that. I can’t answer why people are so emotionally linked to what we do or why they like or don’t like us so much. I do like the fact that they’re talking about us.”
The fact is, you can’t stop people from using social media to say good or bad things about your business or organization, but if you are a part of the conversation you can clarify misconceptions, learn from accurate criticisms, and show off the positive buzz.