How to Nail Social Media Replies as a Brand

Hey there, social media enthusiasts! Today, we’re diving into one of the trickiest yet most thrilling aspects of social media management: Replies.

Whether it’s a simple acknowledgment, a detailed answer, or a witty comeback, replies are the bridges that connect brands to their audiences.

In this article, we’ll dive into:

• The importance of actively replying on social media.
• Handling negative comments.
• Social media comebacks: Risks and rewards.
• Examples of social media replies.

We’ll explore how replies can turn followers into advocates, de-escalate tense situations, and help your brand stand out.

The importance of replying on social media as a brand

Alright, let’s talk shop. In social media, you can’t just post and pray. You’ve got to be in the trenches, engaging with your audience.

Unlike engagement farming, active engagement is like throwing a party where everyone feels included. This fosters loyalty and turns followers into brand advocates.

Regular interaction shows your audience that they’re valued members of your community, not just faceless numbers on a follower count.

Replying to comments and messages shows that you’re listening and that their opinions matter. It’s about validation, and that can go a long way in building a customer base.

To conclude, building a brand’s personality is investing in its human side—the voice, tone, and character that people connect with.

A brand doesn’t have to be witty by default. It can be serious, compassionate, or bold, but it’s in the interactions where this gets reflected.

How to handle negative comments on social media

It’s important to remember that active engagement will involve both positive and negative interactions.

There’s nothing wrong with that, as long as you know how to handle your brand in these scenarios – and no, comebacks are not the best way to handle negative comments, in case you’re wondering.

If you want a masterclass on how to handle negative comments on social media, all you have to do is pick a well-known B2C brand – such as Pizza Hut, McDonald’s, or Whole Foods – and head over to their social channels.

The bulk of their replies are related to negative customer experiences, and it’s enlightening to see how they handle them regularly.

We recommend a few simple rules to navigate this terrain:

• Stay calm and professional. Keep your cool. It’s not about you—it’s about addressing the customer’s concern. Calmness is about de-escalating.
• Don’t delete negative comments. It can come off as censoring; instead, address issues head-on. Forbidding foul language or certain expressions is valid though, and platforms allow you to filter and mute them.
• Exercise consistency in your responses. Whether your brand’s tone is formal, friendly, or humorous, it should be applied uniformly. A well-documented social media policy can guide you with consistency.
• Learn from criticism. Treat negative comments as an opportunity to provide a better experience.

Finally, be patient. Negative comments can also be uncalled for and even irrational, so don’t escalate when facing them, because the results won’t be good.

Who should respond to negative comments posted about a company on social media?

The answer to this question depends on two aspects: Context, and social media ownership.

If this is an SMB we’re talking about, then social media managers will be the first line of defense.

However, this might change in the context of a larger company with a large following and multiple social handles managed by different teams.

In such cases, negative comments may be answered by different team members, including:

• Customer service representatives: For comments that involve specific issues about products or services, they know how to provide solutions.
• Public relations team: If a situation can escalate into a larger public relations issue, the PR team should step in and help craft responses that mitigate potential damage to the brand’s reputation.
• Subject matter experts (SMEs): For technical queries, SMEs can provide detailed information that social media managers or customer service reps might not have.
• Leadership team: In certain situations, a CEO or a VP’s response demonstrates the company’s commitment to addressing concerns. This is effective for major issues or when a personal touch can reassure customers and stakeholders.

Comebacks: To dunk or not to dunk

Social media comebacks are sharp, witty replies brands throw out in response to comments, mentions, or posts. Think of them as a brand’s way of showing its personality, sense of humor, and light-heartedness.

Why bother with comebacks and active engagement, you ask?

Well, sitting quietly on the sidelines may not cut it anymore, not for all brands at least. Comebacks, in turn, allow brands to be in the thick of it, responding, and yes, sometimes sparring with other brands and people.

Recently, we explained how employee-generated content (EGC) humanizes a brand.

This is one of the main reasons to start responding on social media as well since a brand with a voice stands out in the crowd.

At the same time, responding on social media can turn into a high-stakes game of risks and rewards.

A clever comeback can go viral and earn your brand good publicity and new followers, but at the same time, you’re risking backlash.

A misfired comeback is bad for any brand, and it’s important to be aware of the context and sentiment before hitting the “post” button.

In addition, humor doesn’t always translate well, and what’s funny for some might be offensive to many.

Social media comebacks are like playing with fire – when done right, they can light up your brand in brilliant ways, but there’s the possibility of getting burned as well.

Examples of replies to common social media comments

Now that we’ve seen why a well-crafted reply can make a difference, let’s look at five prevalent types of comments you might encounter, along with (fictional) examples of replies.

Responding to positive feedback

Comment: “I absolutely love your new product! It’s made my life so much easier.”

Reply: “Thanks so much for the love! We’re thrilled to hear that our product is making a difference for you. If you have any other feedback or need assistance, feel free to reach out. Have a great day!”

Why it works: This reply shows appreciation and opens the door for further engagement and feedback. In addition, it can be personalized by adding/tagging the customer as well.

Responding to negative feedback

Comment: “I’m disappointed with the customer service I received. My issue hasn’t been resolved.”

Reply: “Hi, we’re sorry to hear about your experience. Could you please send us a direct message with more details so we can resolve this as quickly as possible? Your satisfaction is our priority.”

Why it works: The reply is empathetic and takes the conversation to a private channel for a more detailed resolution, showing the company’s commitment to solving the issue.

Responding to a product inquiry

Comment: “Can you tell me if your product is available in different colors?”

Reply: “Hi, yes, our product comes in a variety of colors! You can check out the options on our website here: [link]. Let us know if you have any other questions!”

Why it works: This response provides the needed information and directs the customer to a resource for further exploration, making the interaction helpful.

Responding to suggestions

Comment: “It would be great if your app had a dark mode option.”

Reply: “Thanks for the suggestion. We’re always looking for ways to improve, and we’ll pass this idea to our development team!”

Why it works: The reply acknowledges the customer’s idea and shows that the company values user feedback.

Responding with humor

Comment: “Your product is so good, it’s like having a personal assistant at home!”

Reply: “We’re glad you think so! While we can’t do the dishes for you (yet), we’re here to make your life a little easier 😄”

Why it works: This response maintains a light-hearted tone and leverages humor to reinforce the brand’s friendly personality.

Like many other efforts in a social media strategy, responding to comments is about building a brand, and should involve goals, KPIs, and adjustments over time.

So, keep those conversations going and watch your brand grow in social media, one comment at a time.