10 Social Media Challenges Healthcare Communicators Face: Part 4 - Managing Negative Reviews and Comments
In our last post, we discussed the ever-changing landscape of social media algorithms. Now, let's tackle another significant challenge: managing negative reviews and comments.
No healthcare organization or practitioner is immune to negative feedback. Whether it's a critical review on Google, a frustrated comment on a social media post, or a negative mention on a patient forum, navigating these situations requires careful consideration and a thoughtful response.
However, by approaching these situations with a proactive and patient-centered approach, you can turn these challenges into opportunities for growth. Let's explore some strategies for effectively managing negative feedback.
Strategies for Managing Negative Feedback
Effective management of negative feedback requires a proactive, empathetic, and solutions-oriented approach.
1. Respond Promptly and Professionally
Timeliness matters. A prompt response shows that you value your audience’s concerns and take feedback seriously.
Acknowledge Publicly: Thank the individual for their feedback, even if it’s difficult to hear.
Example: “Thank you for sharing your experience. We’re sorry to hear about your concerns and would like to address them.”
2. Focus on Resolution
Rather than debating the validity of the complaint, focus on resolving the issue.
Apologize sincerely: If there’s been a mistake or shortcoming, offer a genuine apology.
Validate their feelings: Let the individual know their concerns are heard and understood.
Offer solutions: Clearly outline the steps your organization will take to address the problem.
3. Take the Conversation Offline
For sensitive issues, it’s often best to move the discussion to a private channel. Provide a point of contact to ensure the individual feels supported and taken seriously.
Suggest continuing the conversation via direct message, phone call, or email.
Example: “Could you please send us a private message with your contact information so we can assist further?”
4. Close The Loop
After resolving the issue, follow up publicly to close the loop.
Example: “We’re glad we could connect and address your concerns. Thank you for giving us the opportunity to make things right.”
4. Should You Delete Negative Comments?
This is a question I get asked all the time from clients and workshop participants. Deleting negative comments is a nuanced decision that depends on the nature of the feedback and the context in which it was shared. In certain cases, removing a comment is appropriate, particularly if it violates your community guidelines or the platform’s terms of service. Examples include:
Abusive Language or Hate Speech: Comments containing profanity, threats, or discriminatory language should be deleted to maintain a respectful online environment.
Misinformation: If a comment spreads false or harmful medical information, especially in a healthcare context, consider removing it to prevent confusion or harm.
Spam or Irrelevant Content: Promotional content, unrelated links, or obvious spam can be removed without hesitation.
Personal Information Disclosure: Comments that share private patient information or other sensitive data should be deleted to protect privacy and comply with regulations like HIPAA and GDPR.
The Risks of Deleting Negative Comments
Deleting feedback that appears reasonable can make your organization seem unwilling to accept criticism. The commenter may notice and post again, potentially with heightened frustration.
When You Should Not Delete Negative Comments
Deleting negative comments that don’t violate guidelines can backfire, potentially damaging your credibility. Consider these scenarios:
Constructive Criticism: If the comment highlights a genuine issue, addressing it openly demonstrates accountability and a willingness to improve.
Emotional Venting: While emotionally charged, these comments often reflect real frustrations. Responding with empathy can de-escalate the situation and show care.
Honest but Negative Reviews: Suppressing honest feedback can make your brand seem untrustworthy. Instead, engage professionally to show that you value diverse perspectives.
Turning a Challenge into an Opportunity
Negative reviews and comments, while challenging, are also a valuable source of insight and an opportunity to learn and improve. Regularly analyze complaints to uncover recurring issues or patterns. Use the feedback to improve processes, policies, or training that may be contributing to dissatisfaction.
Demonstrate your commitment to patient care and transparency. Let your audience know about improvements or changes implemented as a result of their feedback.
Leverage Positive Reviews
I’d like to leave you with one final recommendation. Amplify the voices of satisfied patients to counterbalance negative feedback.
Encourage reviews: Politely ask happy patients to share their experiences online.
Showcase testimonials: Highlight glowing reviews on your website, social media channels, and marketing materials.
Celebrate your team: Share positive feedback internally to boost morale and remind staff of their impact.
Stay tuned for Part 5 of this series, where we’ll explore the challenge of measuring and tracking your social media ROI.