Human interaction is at the root of all social media, and when humans interact a certain amount of it will get ugly. When you’re responsible for a brand’s online presence, you need to be prepared to handle the upset, the wronged, and the dismayed. Attend this session to see real-life examples spanning more than seven years of health care and health insurance experience, learn what people really want from you when they start hitting you up on your social media accounts, and discover management strategies to help you get through whatever the internet throws your way.

1. Managing Social Media Complaints
Amanda Changuris
August 4, 2016
@AmandaChanguris

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3. Most of the time, it’s good.
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4. The Bulk of the Iceberg
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5. People Get Upset
When people get upset, they:
• Want a solution
• Want to vent
• Want to “make you pay” in the court of public
opinion
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6. Sentiment & Behavior Flow
Patients /
Customers
Happy /
Neutral
Upset
Let You
Know
Offline
Online
Seethe in
Silence
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Courtesy xkcd

9. Step One: Listen So You Can Hear
• Invest in a Paid Tool
o HootSuite Pro / Enterprise
o Spredfast, Falcon Social, Sprinklr, Percolate
• Use Free Tools for Redundancy
o Platform Notifications
o Google Alerts
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10. Step Two: Respond. Fast.
• 39% expect a response within an hour
• Average response time: 3.99 hours
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11. Step Two: Respond. Fast.
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12. Step Three: Respond Well
• First Response Essentials:
o Empathy
o Blameless Apology
o Offer Assistance
• ACID Test
o Acknowledge
o Contain
o Inform
o Direct
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13. Be Human
• Address the person by name
• Consider using “I” rather than “we”
• Have a personality (and use it wisely)
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14. Be Human
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15. Minimize the Distance Between
Customers and Answers
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@HighmarkHelp

16. Canned Responses
It’s tempting… but please just don’t.
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17. Canned Responses
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18. Challenge: Coordinated Complaints
• #dontdenykevin
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19. Challenge: Issues that Keep Coming Back
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20. Challenge: Issues that Keep Coming Back
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21. Challenge: A World of Constant Change
• Twitter’s Customer Service Features:
o Setting to allow anyone to send you a DM (no need to follow)
o Direct-to-DM links for smooth transitions
o Customer satisfaction surveys via DM
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22. Challenge: A World of Constant Change
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23. Challenge: A World of Constant Change
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24. Put It to Work!
• Don’t expect it to be easy…
• But don’t take the negativity personally.
• Questions?
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