We’ve discussed the myth of Boomers not using social media. Since Boomers are becoming more active on Facebook, Twitter, etc., it’s important to know they’re also using the opportunity to reach out to companies like yours. That means you need to know how to respond to Baby Boomers comments on social media.
Sometimes their comments are positive – thanking you for having a great product or for doing something that makes their lives better. Other times, however, their comments are negative – letting you know your product was defective or that they received poor customer service.
Good or bad, it’s important for you to understand how to respond when Baby Boomers comment on your social media channels. Here are a few ways you can do just that.
1. Take social media comments seriously
According to a Pew Research Center review, 71 percent of Boomers use social media. On top of that, 72 percent of consumers trust online reviews and comments as much as they trust word of mouth.
The takeaway? Baby Boomers comments on social media should not be taken lightly.
For example, your company can run tons of ads promoting a service and, based on your reputation, you could receive a lot of positive comments, such as “I love this, I love this service.” That’s great. There are a few, though, who might say “I wouldn’t recommend this company. I don’t think they’re a good company.”
When the first person comments, others follow suit. You have to be careful if someone comments negatively first. If they do, then that’s the opportunity for your brand to step in and address the issue right away and make sure that, A) the person’s complaint is being addressed immediately, which builds trust and shows that you’re engaged and listening (that’s important to Boomers) and B) the others who respond after that can see that you are engaged and that you care.
That might not be the case in every situation. There are times when someone might leave a negative comment and other users will come to the brand’s defense, saying, “Actually, that’s not my experience.”
In general, some people do like to complain, but it’s really how you engage with your users that can shape the direction of people’s comments. It’s important to respond immediately, whether it’s positive or negative, because that can help shape the nature of the conversation.
With the way Facebook works, if you reply to a comment, it filters that to the top. If you’re going through a thread and responding to a bunch of comments, reply to the negative ones first and then the positives. That way, your responses to positive comments will appear as the most recent.
2. Make sure your posts are clear and understandable
Sometimes, with Baby Boomers comments on social media, they might not realize what you’re promoting in an ad, even though all of their questions would be answered if they were to click through the link to your landing page. Even if that’s the case, providing another option can be a good idea.
Think about adding the number of someone they can contact directly to the ad text. Yes, it was readily available if they would have clicked through the link, but they might not have understood that intuitively. At times, Boomers want to know everything about what you’re promoting right there in front of them.
This is where negative comments can be useful – as constructive criticism. If people leave comments saying they don’t understand what it is you’re saying or what you’re trying to sell, you might not be doing a very good job of explaining what you’re doing.
3. Responses can go a long way
Some people will go on social media and leave comments just to be heard. They don’t expect responses back – they just want to scream into the void.
When it comes to Baby Boomers comments on social media, though, they more likely to expect a response back. When you do respond, you make them that much more likely to think, “Wow, they took the time to respond to me.”
You’ve taken that moment to create that extra special time with them, and now they feel connected to your brand. You’re a person, they trust you, and you’ve built that relationship with them. That would make them more likely to reach out to a friend and tell them about your company: “Hey, I just posted this and guess who responded to me?!”
Even if they don’t expect to hear back from you, when you do respond, it makes you stand out in the crowd. Not every brand is responds to their social media comments directly. If you respond back to one of your consumers, you’re probably going to make their day.
4. Respond publicly, resolve privately
Let this be a mantra for your company when it comes to your strategy for dealing with Baby Boomers comments on social media.
When someone leaves a negative comment, and you respond, other people in the thread can see that you’ve responded to the issue. You don’t, however, want to publicly post the customers dirty laundry, and you don’t want to give them time to post more negative comments. It’s best to take the situation offline, but you want other consumers to see that you’re on top of the situation.
You want to talk with them on the same channel as where they left the comment, but you don’t want to ask them to share their phone number on a public thread. You also don’t want them to share more negativity – you’ll want to take that privately so you can find out more information and figure out the best means to follow up with them. Take it to a private message, and, if necessary, to a phone call or another personal channel after that. Make sure that following up is a part of your social strategy.
5. Address negative comments as quickly as possible
Typically, people stop responding publicly if their issue is being resolved. However, there are those who will leave negative comment after negative comment, no matter what you do. While it might be tempting to mute them, it’s important to see what they’re saying.
The importance of a timely response could keep them from leaving several negative comments. This is why daily monitoring is really important. If someone goes out and leaves a ton of negative reviews, it may be too late to delete or hide them all. At that point, all you can do is bury them in positive reviews.
6. Pursue positivity
On that note, you also should have a strategy to get positive reviews from your happy clients. That should be your focus – how can I optimize my social presence to encourage my happiest customers and employees? How can I make them feel valued and ask them to leave a good review or comment for our company?
When in doubt with Baby Boomers comments on social media …
At Immersion Active, we know the best way to handle Baby Boomers comments on social media. As a digital agency for the mature markets, we’ve spent decades learning how to speak to older audience online – and we’re here to help. Want help managing your social presence? Get in touch with us, and we’ll be more than happy to help you.No Comments