eMarketer interviews Pete Blackshaw, vice president of Digital Strategic Services at Nielsen, and his colleague, Maya Swedowsky on how to deal with customer feedback through social media. Read the entire article, but a couple excellent points to consider:
If that person has come to one of the company’s social media outposts, like Facebook or Twitter, to make that comment, that the retailer should respond to that and should try to respond to really most comments that are posted directly on the Facebook fan page or directed at their Twitter account, because it’s clear that that person is making their statement or their stance known and presumably wants a response. But there are conversations happening everywhere.
It’s all how you provide context, how you measure the influence. If it’s an issue where you historically have shown volatility, you may want to dial up. Sometimes there’s a real cost of not engaging and responding. Sometimes the response is just how you make sure that your Website has content that might thoughtfully deal with their issue.