Next up on {grow} “Community Week” is Kristen Daukus, a fellow marketing entrepreneur, social media lover and consultant:

“I am afraid to use social media because people will use it to complain about me and my business.”

I work primarily with small businesses and can’t tell you how many times I hear that sentence.

Here’s what I think about this:

  • If you really think that many of your customers are going to complain about your company and services, you’ve got a lot more to worry about than social media.
  • What about all the ones that want to talk about how great your service is? Don’t they matter?
  • And shouldn’t you be GLAD they are taking the complaint to you instead of their neighbors?

Consider complaints a gift!

And while we’re on the topic of gifts, I cannot tell you how many times I’ve sent out a love message to brands regarding service I received (naming staff, too I might add) or how amazing their new widget is only to be met with the sounds of crickets.

Nothing! No “Hey @KristenDaukas we’re so glad you enjoyed your new widget!” – nothing!  I just gave you a huge box of love and YOU’RE NOT LISTENING?

Do you think companies are so hyper-sensitive to monitoring the BAD news through the social media channels that they miss a huge opportunity in addressing the POSITIVE pieces of news?  Are brand de-sensitized to LOVE?

I realize there are a lot of community managers doing damage control out there and putting out fires is a vital piece of social media.  People by nature, are much quicker to complain than to compliment.  They have been subconsciously programmed into thinking that if they yell loud enough, they’ll get what they want.

How did this happen?  Not only have we developed this habit of rewarding bad behavior, we EXPECT it.

You don’t like your meal?  Don’t pay for it.  You don’t like the room?  Here’s a free night’s stay.  We don’t have your size?  Here’s a 50% discount.

So you give them what they want and what … they love you forever?  They go away?  Do you think they’ll make as much noise about how you resolved the issue?  Do you think they’ll become brand ambassadors for you?

Maybe. Maybe not. Even if they do, I doubt the “love” will last very long.

But …

What if we took a page from the Dr. Spock books and rewarded the GOOD behavior?

When is there a better time to make a brand lover even happier than when they’re already happy? If I’m tweeting how amazing your company, service or product is, imagine what I’m going to do when you acknowledge that love!  I am going to turn around and blow even more sunshine around the world about you. There won’t be a person within earshot that won’t know how amazing you are. Sliced bread will have nothing on you.

And that’s just from the FIRST exchange.

What about when we start to have a conversation and share witty banter?? Wow … we’re FRIENDS now!!  And I don’t EXPECT a thing. Nothing. If you choose to give me a little freebie love, that’s only going to make me happier and make me talk more.   And then what happens if someone says something bad about my friend??  What do friends do?  They protect you, of course!  That very passionate person all of a sudden becomes your biggest ally..

See where I’m going with this?  It’s all in your approach — glass half full versus  half empty.

Are there people that do nothing but complain? Yes. Are there more people that want to see you succeed? Yes. Do them a favor and let them help you.

Kristen Daukas is a founder of Linking Winston-Salem, Social Media Club Piedmont-Triad and her newest pet project, TweetBroads.

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