First and foremost, having a social media crisis plan in place and being prepared is the best way to minimize negative press when such a situation arises. A crisis plan will be vital if there is any type of scandal, tragedy or wrong-doing on your end. Each crisis plan is different, but it’s definitely not something you want to wait on and try to figure out while things are falling apart around you.

Using social media opens you up to a certain amount of negative feedback, which is unavoidable. It is important not to take these negative comments personally, and resist the urge to get into an online argument. This just makes you look bad. Try to view negative comments as constructive feedback and strive to improve.

Another helpful tactic is to respond to negative comments as quickly as possible. Don’t leave the complaints hanging out there in space. Even if you haven’t solved the problem, a simple, “We appreciate your feedback, we are looking into this issue presently and will get back to you as soon as possible” will help calm the customer.

You should never delete a negative comment if it is constructive criticism, or a legitimate problem or complaint. The only time it is acceptable to remove a negative comment is if it is a verbal attack, includes profanity and/or inappropriate content. Be as professional as possible, and even though it’s social media, behave as you would if you were at the office.

I will argue that it’s better to be a part of the conversation than not. If possible, set up an outlet to view comments and field complaints. A good example would be an extra tab on your company’s Facebook page where people can post thoughts and opinions. It doesn’t have to be the main Facebook page, but having a separate section will show people that you care about what they have to say. With social media, if you can to create an environment that facilitates conversation it will make you a more trustworthy and personal source, enhancing your credibility and reputation. If you don’t host the conversation, it will happen somewhere else online, somewhere you’re not included.

Social media gives your brand ambassadors the opportunity to voice their opinions, post positive feedback and defend your company. This is one of the best things about using a public forum. Ideally, you want satisfied customers to do most of the talking when it comes to promoting your business. Social media also allows you to reiterate your position and messaging to the community quickly and easily.

Finally, be honest. We all make mistakes and if someone calls you out on it, be humble and own up to it, and then do your best to make it right. That is something no one will ever criticize you for.

Related posts:

1. Social Media Marketing and the B2B Brand Advocate
2. Would you rather have social media advocates or followers?
3. Advice from a Social Media Pro
4. Why some businesses are slow to adopt social media
5. LinkedIn IPO… The Day B2B Social Media Goes Public.