David and I were both quoted in this article, Social Media Provides Direct Channel to Engage the Public. The other experts provide timely and interesting advice. I was struck by the contribution of the legal expert that follower comments and remarks on an organization’s page could be protected by 1st amendment rights and removing those comments might be a violation.
I also advocate for not removing user comments, questions, or complaints. Instead try this strategy.
1. Try to resolve the complaint publicly. Provide information or links to other online resources that resolve the complaint or question. Other readers/users/fans may also aid in your defense with their own successes having questions answered and complaints resolved.
2. Next (or this could be done first) provide information on how the comment writer can privately contact you by phone or email at their earliest convenience to discuss the matter further. When the comment writer or another fan uses this contact information respond to them promptly.
3. Simultaneous to either of the above actions contact the comment writer privately. If the comment was on your Facebook page send them a private Facebook message, Google for their other online contact information, or (gasp) look them up in the local phone book. In your message invite them to contact you to resolve their complaint.
Generally, your organization should have a method for handling customer complaints regardless of how they are heard. What do you do when you receive a hand written letter complaining about service? That should give you guidance on how to handle the online complaints.
Start a New Conversation
Don’t let the unsatisfied customer and exchange of complaints linger at the top of your Facebook feed.
Most Facebook visitors don’t scan through all of your posts. They just look at the most recent. Provide content that is useful, relevant, timely and interesting on a regular basis. Invite interaction rather than shying away from it. Most people are satisfied with the service you provide. Give them opportunities to share that satisfaction.
How does your organization handle complaints on your Facebook page? Share your lessons applied in the comments.