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A good starting point is “engagement”, however, with the proliferation of robots and auto-engagement programs available, some engagement may not indicate “happiness”, but rather represent your content meeting certain algorithmic criteria. Retweets and likes in particular can be the result of mechanical interactions that have nothing to do with a human response to your content. I read recently that as many as 60% of twitter accounts may not even belong to an actual person, but are instead made up of bots and other programs.
Engagement in terms of responses and comments is a good source of data for determining your audience’s feelings about your content. Are people commenting on your posts? Are they responding to your return comments? Is the tone of the comments and responses positive?
Additionally, the effectiveness of your content in successfully fulfilling its mission is a good indicator. For example, if your posts are designed to drive traffic to a particular page on your website, or toward a specific sales funnel and your metrics indicate that they are meeting your expectations for success, it is likely that your audience’s has had a positive emotional response to it.
As an additional method for assessing your audiences feelings remember that social media is, well, social
. Ask your audience what feelings they have about your content. The question can be asked casually in a specific tweet conversation or formally through a poll or survey.
It is a good idea to be constantly testing all of your marketing efforts and your twitter activity is no exception. Plan, implement, test, test and test to optimize your effectiveness and maximize your success.
Before any action is taken, evaluating your comfort level with replacing the word “react” with “respond” may reveal that some attention provided to the attitude behind your action will be beneficial.
As an action starting point, the question “How would I respond to this if the comment had been made in person” may be valuable. The point being, that the feedback was left on social media should be taken out of the equation and therewith eliminating the potential for responding as if you are anonymous and for the conversation to become depersonalized.
Secondly, the question “what is my goal in responding?” may be of value. The answer may include multiple goals such as:
Saving and improving a relationship with the person offering the review
Protecting your organization's reputation
Learning more about the circumstance the proceeded the negative feedback
Receiving the information necessary to correct a challenge in your organization’s processes.
A goal that should be questioned if it surfaces is:
To prove the reviewer wrong and to win an argument
Once the goal(s) of the response is determined, next steps might include:
Creating a draft of a response
Start the draft with an apology for the negative experience and gratitude for the opportunity to respond to, and learn from, the feedback
Take full responsibility for the circumstance being reviewed
End the draft with an apology for the negative experience and an invitation to any questions the reviewer may have. Consider offering the reviewer a form of compensation for the experience and for taking the time to let you know about it.
Evaluate the draft and optimize it to meet the goals
Ask a team member read the response and provide feedback.
In our business(es) our responses often include:
“We are very sorry for the disappointment that resulted from ...please feel assured that we will use your feedback to improve our…”