Responding to questions or comments on social media is a necessary part of any social media strategy - positive or negative.
If you receive a positive message, let the person know you got the note and thank them for taking time out of their day to praise you, your work and/or your company. As you may have noticed, it's a lot easier for people to criticize then to praise. So, if someone goes out of their way to praise you, go out of your way to acknowledge their effort.
If you receive a negative message, don't panic or get upset. One thing we can all agree on is social media has allowed many people to be bullies without the interpersonal communication. And that's because there are no repercussions of their behavior. Be sure to understand that and maintain professionalism.
When you get that negative message, publicly acknowledge you've received their message or post. Then, respectfully invite the person to an off-line chat via private/direct messaging. If they disagree, then they're likely not worth the time. It's NOT a good idea to get into an argument with a customer online in a public setting, such as back-and-forth banter on a Facebook wall. If they agree, ask them cordially about how you can possibly help.
Industry trends show people who reach out to a business or organization via social media want a rapid response. In some cases within an hour. Sometimes that's not possible. But, it drives the point that you should answer comments, questions, concerns in a timely manner. Responding in 24 hours is more often deemed appropriate and acceptable.
When responding, respond as the business not as yourself. What that means is have a professional tone and voice when interacting with a customer on social media. Don't take anything personal. If things do start to get personal, ask the person to refrain from attacking you personally. If they refuse, then end the conversation and politely tell the person you don't appreciate the personal attacks and ask if there is anything else you could help them with.
Lastly, be friendly. Even if you're having a bad day, be as polite as possible. I say it all the time, create a positive experience for the person. That's true even if they're mad at you, and for you I mean as the business. Maintaining professionalism is vital in any customer interaction whether it's in person, on the phone or online.
Hopefully, when the dust settles, the person will remember a positive experience. If not, as people sometimes just want to be angry at someone/something for no apparent reason, it's just worth your time and effort to try and cheer them up.
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