Don’t Let Your Competition Pull Your Social Media Plug (3 of 3)

Fighting Negative Comments on Yelp and Google

I Thought Everyone Loved Me!  What’s with all the negative feedback!

As you wake in the morning to chirping birds, grab a fresh cup of coffee and sit down in front of your computer to start another glorious day in the restaurant industry.  You woke with a smile to the satisfactions of smiling guests in your bar last night, a solid gross ring on the register and a happy well tipped staff, you start to believe that you have total control over your business and your future.

UNTIL…….. the YELP review on your computer screen.  Yep, no matter how glorified your morning might have been, you might as well jump off the “L” platform at Chicago Ave this morning and lick the third rail.  This is exactly how everyone feels when they see a negative YELP review.

First thing you feel is the heart drop.  Not just a heart drop, but the drop you feel when you just placed your hands in the air on the Eagle at Great America with your eyes closed.  You start to sweat and think about who could leave such a SHIT comment about my bar.  Everyone was so happy last night!  So many compliments….I just don’t understand.  Then you start to get PISSED….maybe its that bartender I fired last week for stealing or the waitress that quit. Could it be your competition playing a dirty game?

As your heart beat raises and you start to perspire, anger sets in and then it happens, “I HATE SOCIAL MEDIA AND WISH IT WOULD ALL GO AWAY!”  You begin your attack, as you try to delete all comments and start filing complaints with Yelp and Google just to have them removed.

Well….here is the bad news, Social Media is here to stay and when you start to attack, the social media world starts to see the defensive side of your actions and that is where the damage begins.

You have to understand that the social media world is transparent and people are not stupid.  Negative comments happen and the web has been more inclined to attract a negative response than a positive, as others love to go out of their way to let their friends know how much they hated your restaurant.

But here is the good news, there is another factor.  Your competition is your biggest issue when it comes to negative feedback, not actual guests.  Now knowing this, what can you do.

Here are a few tactics that you should be using within your social media campaign to help combat false negative comments and find out the true issues within your establishment.  These are very simple techniques and are very powerful, so listen closely.

1.) DO NOT DELETE! : No matter how bad the comment is, unless it portrays hate, threats, nudity or drug use, leave it alone!  Deleting only makes matters worse, as everyone can see the posting.  Postings never really go away, especially when Google gets a hold of them.  Deleting just shows your anger and defense, which leads to guilt on your part.

2.) RESPOND : Your strongest weapon is interaction.  Social Media is based upon conversations, good or bad.  For the first time,  a business can be there to respond to negative comments that a guest might voice, including a false comment left by a competitor.

So you need to play some Public Relations with your response.  Never respond back in the following way!

John S. Comment: I Hate Your Bar!  The food was really bad, the service sucked and the owner was an ASSHOLE!

Wrong Response:  Well, we think you are an ASSHOLE too, so don’t come back!

Does anyone else see the problem with this answer!  This solved nothing…. and now you are the asshole.  Seriously, if a guest left this type of comment and you responded back in this fashion.  You just confirmed that you truly are an ASSHOLE.

This is your chance to show professionalism, understanding and the fact that every guest has one right, to voice their own opinion.  Even though you don’t agree with it, you must embrace.

Here is a more qualified response:

John S. Comment: I Hate Your Bar!  The food was really bad, the service sucked and the owner was an ASSHOLE!

Right Response:  John, Thank you for your feedback.  I am sorry to hear your visit with us was not up to your standards.  Can you be more specific about the food?  About the Service?  and how my action offended you?

Now the moment of truth is revealed.  Not only did you handle this comment in a professional manor, but you are trying to solve problems and give your guest a voice in your business.  If this is a false statement from a competitor, most don’t respond back.  But, if its a real guest and issue, more than likely the guest will respond back in a positive manor.  You can then solve those issues direct, offer a bonus on their next visit to get an updated comment or response.  Other fans and followers will see this response and respond in a positive manor.

3.) SOLVE THE PROBLEM AND REPORT BACK : With most negative comments, it might reference a specific menu item or service staff member.   This direct issue description gives you the opportunity to first respond, “Thank you for your comment.  We are address this issue and will report back once fixed.”

You can then fix the menu item and/or re-train your staff to solve the problem stated.  Once addressed, report back to the comment on what was addressed and how your business corrected the problem.   Guests want to feel as though their comment was taken seriously, which builds respect between guest and business.

The biggest lesson to be learned in this posting is to embrace all types of comments and feedback.  Guests respect a business that cares about others, especially its guests.  Make improvements in your business based on guest feedback is a must.  But letting your guests know they are the exact reason for those improvements builds credibility, value and loyalty to each other.

Just remember, everyone has a voice, its how you respond that makes you a true business owner.

If you enjoyed this article, please leave a comment below (Positive or Negative, of course)!  We love feedback!!!  Also, if there is a topic that you would like me to cover for your business, please let us know below or send me a direct email at info@crawlerpromotions.com

Thank you again for reading and your support of this blog!

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