You're facing negative feedback on social media. How can you use it to enhance your marketing strategy?

Negative feedback has always existed and will always exist, and it is important to listen, understand and reframe this within the internal flow. Understanding the reasons will help in future decision-making and necessary adjustments. This is putting the customer at the center of your strategy: truly listening to them!!

Negative feedback on social media helps us improve. It shows what needs fixing, lets us respond to who we are, and can even turn critics into supporters when we handle it well.

Creating a consistent client experience is paramount to any successful business, so understanding any feedback - both negative and positive is vital. Finding patterns in the complaints can allow you to pinpoint the cause and course correct. Similarly, understanding the cause of positive experiences can help you replicate that experience. Just keep in mind that it’s natural for customers to share their negative feedback when you are marketing benefits to your products or services. What you do with that feedback will determine your future success - or failure.

You obviously need to follow through on it, but showing that you’re focused on and capable of fixing the problem is the important part. Who’s at fault may or may not be obvious, but establishing fault doesn’t fix the issue.

Negative feedback received on social media platforms can be a valuable source of information for businesses and individuals. It can assist in identifying areas for improvement in products, services, or even communication approaches. By responding thoughtfully and addressing the concerns raised, a negative experience can be transformed into a positive one. This can help build trust and loyalty with your audience. However, it is essential to conduct a thorough analysis of this feedback to gain clear insights that are substantial enough to take appropriate actions accordingly.

One instance I can recall is the "Ekatvam" campaign by Tanishq, which featured a celebration of an interfaith Hindu-Muslim marriage, initially facing criticism for allegedly promoting "love jihad." Despite the backlash, Tanishq stood by the advertisement's message of unity and diversity, sparking a widespread debate on social media. The company's response defended inclusivity, resonating widely and transforming negativity into a strong statement on societal harmony and brand values.