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A snapshot of how to defend your brand on Facebook using Northwest Vista College as an example.
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DEFENDIN
G YOUR B
RAND
ON FACEBOOK
HOW T
O EFF
ECTIVELY
RESPO
ND TO C
OMPLAIN
TS
DEFENDING YOUR BRAND IS CRITICAL
Brands are the bedrock of a business. People trust in what they see, hear, and ultimately
'feel' about a brand, which results in purchase decisions and loyalty
to return again. – Karl Ribas Blog
BRAND ATTACKS CAN INCLUDE
• Negative customer feedback
• A disgruntled employee• Competitors posting on
your page
EXAMPLES OF COMPLAINTS
Your bookstore is incompetent. After 16 days of my book order being "in process," I called the
store and they told me they don't carry the book that I
ordered from their own website. That's ridiculous.
EXAMPLES OF COMPLAINTS
So Northwest Vista you're people you have hired in financial aid obviously don't know what they're talking about. I went down there August 30 to ask where my "cash
card" was and the lady told me that they ordered me one that Monday which was
the 27 and told me to give it five to seven business days. I was content with that answer. Those days passed by and I
hadn't gotten anything.
EXAMPLES OF COMPLAINTS
The shuttle service is horrible! I live 10 min away but I leave an hour and a half early to get to class. When I do get to
class I'm sweaty and out of breath. Every time I get to the over flow lot I
see a long line. You are forced to wait in line in 100% weather for sometimes 20 or 30 minutes. The shuttles are always
full and your always waiting in line.
STRATEGIES TO DEFEND
• Take a Deep Breath and Think Before You Respond
• Respond Quickly
• Don’t Delete
• Take the Commenter Offline
• If you see a trend, fix it and Respond!
• Don’t make excuses
• Respond in a conversational way/Remember tone
WHAT TO SAY?
• I’d love to discuss this situation with you more (direct the commenter offline)• Ask the reader to message you with his/her
email address/phone number• Please give us xxx time to research the
issue and we will share with everyone the solution.• If you solved the problem, you can privately
message the person to remove the post.
WHAT TO SAY?
• Thank you for letting us know! We are very sorry you had a bad experience with our service (product, business, etc). Please email us at xxx so we can make it right.
• Thank you for your feedback. We will let our leadership know of your concern so we can avoid/fix/rectify these issues in the future.
LET YOUR FANS HELP YOU
hey, guys i dont approite the negative comments, just be thankful that this
wonderful school is your life. i understand where your coming from jesus. please i totally understand i
wanna sleep in, but im going to school for a reason. im truely sorry,
if i affend anyone. i apologed.
LET YOUR FANS HELP YOU
Hey NVC! I am having a blast at UT in AUSTIN! Thanks for the
education you gave me and I really miss the beautiful campus. NVC is amazing and every school has its flaws but I gotta say this place
was a godsend to me. Graduated with my Associates and a 4.0 GPA!
LET YOUR FANS HELP YOU
Kudos to Amanda at Advising office!
Great customer service and going above and beyond!!!
WHEN TO SAY NO MORE!
The last resort: Banning the person!
Only ban the person if they show a trend of using foul language, is offensive, racist or make any derogatory remarks.
