Planning Social Media Responses - Social Assurance
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Planning Social Media Responses

February 13, 2019
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The Three Steps to Better Customer Service

Just getting started with online reviews? Want to claim all your profiles so you can get notified when a new review comes in? We help financial brands manage their branch information and reviews through our Digital Listings Management and Digital Reviews Monitoring tools.

Digital Services


1. Plan

Planning helps you stay ahead of what’s inevitable: Your customers are talking to your brand. It also helps you align your team and ensure all team members are on the same page.

  1. Identify Staff
  2. Set Preapproved Responses
  3. Know Next Steps


2. Acknowledge and Solve

Good Comments:

  • An opportunity to build a stronger connection
  • Be timely, thankful, and positive

Bad Comments:

  • An opportunity to turn a bad experience into a good one
  • Take responsibility, acknowledge, and offer a solution

Ugly Comments:

  • Alert your team and verify information
  • Know when to take the conversation offline


3. Learn

Assess how your team is prepared and if they need more training. Sit down to discuss:

  • What did you accomplish? Take a look at your goals.
  • How are you doing? Take a look at reporting.
  • How could you be doing better? Take a look at your competition.

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Ben Pankonin 0:09
Welcome to another webinar with social assurance. We are talking all about planning social media responses today, and I’m excited about this webinar. for a lot of reasons. Many of you have contributed some content to this webinar. So thanks for for those of you who, who send us in some content. For those of you who are new to our webinar, I’m been painting in finance founder and CEO here at social assurance. And I’m joined today with Danielle Chaney. And Danielle, I know, we’ve been talking a lot about some of the content for this webinar. And I know you’re really excited because this is something you’re really passionate about.

Dani Chaney 0:47
I am I’m very excited I get a chance to work with our clients every day on how to appropriately respond to their customers and you know, what’s, what makes a good response and how do we tackle some of those things that what we would call a dumpster fire So it’s been fun to work with them. And we have some really great examples here that hopefully your institution can use as you’re figuring out how to respond to your customers online.

Ben Pankonin 1:08
Awesome. And you know, the two of us have taken a number of bunny trails in getting this webinar together. Yeah, it’s a really easy place to get lost, because there’s so much that you can think about when you’re responding to clients, and just, you know, responding to everything from trolls to positive posts. There’s so many different tactics you can take. But I think we’ve got a good plan.

Dani Chaney 1:31
I think so too. There’s been some good examples from the past couple weeks as well. So I’m excited to talk about those. Yeah,

Ben Pankonin 1:36
yeah. So we’ve got we’ve got some that are really recent, and then maybe some that are a little bit more of a throwback. So yeah, I think I’m excited about it. For those of you who might be following online, this is a great chance to test all of us and maybe practice some responses while we’re doing this. So feel free to tweet with us with the hashtag social bank. You can tweet to socialists ask some questions. We’ll try to keep this conversational, but also bring up some of those questions as you ask those. So you can feel free to send those to us on twitter if you want to, or you can over on the right side, in our GoToMeeting link, you can find a little place in there to ask a question, feel free to shoot those to us as well. We’ll try to make sure we bring those up in real time, or if we see that kind of coming up on a subsequent topic, we’ll try to inject those when they’re appropriate. So feel free to jump in with any of those questions. But we’re going to talk a little bit about which sites we’re managing. So for a lot of us, we’re thinking about sites like this, like Facebook, LinkedIn, Twitter, and Instagram as all sites that we’re actively managing, right? We’re creating content on those sites. We’re actively making sure that we’re managing and keeping those profiles up to date, things like that. But I think you know, sometimes we miss that. You know, the There’s also other sites, we might need to be managing sites that maybe we’re just listening on. And you know, a platform like Yelp, which a lot of times I don’t think of, if I’m thinking of a place to look for a financial institution or feedback, but we do see quite a few reviews for bank branches on Yelp. You know, platforms like Google built into your Google Maps with just a couple clicks on Android or iPhone. If you’re using Google Maps, you can tap on that location and then you can say, I’m going to go ahead and review that right here. It being also has a quick review site. Foursquare is changed dramatically. But now they still have their their basically their core competitor would be Yelp, which I can review different locations, submit those send those. And for a lot of places, if you are looking at those who say Hey, who we dodged it, we have no reviews on any of those sites. I think that’s also the point to say, Great, do you know that it takes me two taps on a mobile device to either give you a one star or five star review. And that’s, that’s an opportunity for you to to hopefully not leave that that up to chance whether or not your next person walking into your branch could give you a one star or five star. So there’s there’s definitely some strategies to think through how you might do that. But also your reviews and listings landscape isn’t just confined to those five that you can think of, you know, we we help track 50 plus different sites for a lot of our our clients to

Dani Chaney 4:40
Yeah, and I think it’s important to remember while all of these might not be applicable to where you are in the financial space, people need to continue to grow and people are going online to leave you reviews wherever is most familiar and comfortable to them. So we always like to recommend you know, making sure you’re searching and you’re acknowledging where reviews for your your brand. might be, and then making sure you’re claiming those accounts so you can respond officially as your financial institution. So that’s a really great first step to take is to just make sure you know where people are reviewing your institution and then making sure that you claim it and you are able to respond from your brand. So and that that’s very easy. Usually it takes a few steps. When you respond on Google, you need to claim that and make sure that you’re you’re mitigating your brand and you’re able to respond. Awesome. And Amy from Colorado, just sent in a question about what are the best tools

Ben Pankonin 5:33
to monitor reputation online? I mean, I’d love to just say, hey, social insurance, right. I think that’s, that is one of the answers. But yeah, we’re glad to help on monitoring side. We do a couple variations of products. So if you’re using one of our keyword monitoring, that’s, that’s one way. We also do a listings. So you mentioned listings and reviews. You know, the unfortunate thing with some of these platforms, Yelp being one of those, they don’t actually give us that review data. For free, we actually have to per branch location, pay for promoted listings in order to get a review back. So depending on the level of feedback you want from those sites, you know, there’s Unfortunately, there’s a fee for a lot of those types of things. So I think that’s, those are a couple of them. I think you mentioned too, like just going out to those sites and making sure you have listings out there.

Dani Chaney 6:32
Yeah, I’m not. I think that the disadvantage to that is, you know, when you go out and claim your yellow pages for each of your branch locations, and you’re claiming all these things, that’s a pretty manual process. And when you have a tool that helps you gather all those listings, where you’re in charge of that information, and then that platform disseminates that out, you know, that really is a time saver for some of those roles where you’re already trying to figure out or you’re thinking about how to manage your online presence, these tools that really combine all of that information can really help you out.

Ben Pankonin 7:00
Yeah, so I would definitely say first step, make sure you’re claimed on the major sites. Yeah. Like, like Google, make sure that’s accurate claimed, you know, then, you know, take a couple steps down the road and make sure you know, you’re on some of those other sites, you know, your Facebook profile should be updated. We’ll talk a little bit about how we review and what to review and things like that, but make sure you’re at least listed there. So, so Daniella, we’ve got four steps. And as we talked about this, actually, really three, yes, three, three to three hour steps, right? To better implement customer service. And when we think about this as a framework, we’re thinking plan, and then this acknowledge and solve is really something that we have to do together. Yes,

Dani Chaney 7:50
yeah. I think in order for you to solve it, you first have to acknowledge which category it falls in. So we’re going to go into the good, the bad and the ugly and then figure out how do you respond Have those based on the level of response or level of comment or review you’re receiving. And that really helps you indicate where you’ll go and what you’ll learn from there as well. So that’s our final step is what are you taking away? What are you learning? And how can you use that opportunity to then plan ahead with pre approved responses and things like that, so you can move forward and respond quicker and more efficiently?

Ben Pankonin 8:21
Awesome. Well, I know, you know, based on our audience, a lot of times we have a lot of marketers on here, we have a lot of compliance people that are on here. Sometimes we don’t have a lot of customer service people on our webinars, and I think this is a great excuse to share this with other people on your team. So we will be recording this, feel free to share that. If that’s something you know, in your bank that could be helpful. Feel free to share this, you know, because I think this is something that’s tailored to a lot of different areas. And, you know, maybe you’re that solo marketer that you say, Hey, I sometimes message some of this lookup information over to people in you know, in a customer service frontline roll, this might be your excuse to say, hey, maybe that’s a way to engage that person a little bit more in what I have to answer and how I have to solve these things. Maybe they can take a little bit more of an upfront role with you. So. So when we talk about planning, obviously, there’s a lot of reasons why we plan. But we’re at that time of year where new year’s resolutions are falling off. So so so what does it really take for us to plan Danielle?

Dani Chaney 9:29
Yeah, so I would say, just automatically think about this as inevitable if you’re just new on Facebook, or you’re still trying to build your presence. What you need to know is eventually customers are going to talk to your brand. And once you continue to talk to them, one of the things that Ben and I have really been talking about is, the more cordial you are, the more friendly you are with your audience, the more they then want to talk to you because they know that you’re there. They know that you’re responding to people and they know that you will then respond to them. So I think one of the things that we can take away from here Is that on a positive note, this can help build your brand can help, you know, increase customer satisfaction really make people loyal, and kind of extend that into building leads, you know, they’re seeing that their financial institution is active. And it’s they want to respond to people. And that way you can build stronger connections. Most often a lot of our clients are posting about their community, what things are they involved in? What are they doing, and that really can help strengthen and build that and unite with other pages in the community to grow that. On the other side, you have to remember that it is a window into how you engage. So if you are not engaging at all, you’re engaging in a way that isn’t representative of your brand. It is a window and people do see that and they will see how you’re engaging with your audience. And again, you have to be very quick when you’re responding. So we’ll get into some tools and tips there on how to make that easier for your team and who to involve in that process. But just know that it will help align your team and ensure that all your team members are on the same page when you have a plan in place.

Ben Pankonin 11:02
Awesome. Well, and, you know, when we think about how we plan for, for a lot of these, you know, some of that’s figuring out if we have some other staff to be involved with, right? So, so some of that is, hey, maybe I’m that solo person in managing a lot of our marketing, but maybe I need to get some people in lending involved, right? Who am I going to delegate? When I do have that message come in? That gets really exciting. Every once in a while, when we’re helping manage some social, I’ve had those messages come in where, hey, somebody literally just asks, Hey, where’s the car loan? Like, how do I how do I do this process? Right? Who do I engage first, right? Sometimes we just want to say, hey, I need to pass this to somebody who can solve that. I know what to respond with. But let’s figure out who we passed that to within the organization. So yeah. And we talked a little bit about pre approved responses and planning those out. I know you’ve written a lot of those. Yes,

Dani Chaney 11:58
yeah. We you No, as you just said, we want to make sure we’re identifying stuff. If you’re posting about mortgage loans, if you’re posting about a specific type of loan, and you know that people are going to respond, and they might ask a more intricate question. It’s always great, especially if you have your lenders online for them to then reach out to that person directly or to have a plan for how you’ll push that that question or that comment over specifically to that area? pre approved responses are your plan ahead tool, I get a lot of questions when I’m working with some of our clients on what exactly do I do? How do I get started on those? But pre approved responses really are that that main tool to make sure that you know, how you can respond to people what you’re responding with, and then how you assess that. And then from there, you know, it’s important to know next steps once you know, you know, who’s involved and what you’re going to say. So we’ll get more into

Ben Pankonin 12:49
that. Awesome. So, you know, we kind of said, You know, I think I think this identify staff is like, what’s your social media committee look like? Yeah, right. How are you making up that social media committee? You know, we’ve clearly got the marketing team that, you know, oftentimes helps take a key role in that. But you know, we might have some people from it, that customer service person that you want to delegate some lookups to, hey, help me find this in our court. Like, let’s, let’s figure out what actually happened behind the scenes. And then obviously, we want compliance to be a core part of that as well. So if you’re designing out that committee and wondering, you know, who should be on it, or how often to meet or things like that, we’ve got a number of resources to help with that as well. Yeah. When we talk about those pre approved responses, you know, oftentimes those are, hey, I can’t get this. I need to get this posted really quickly. But sometimes those are, you know, help find places, right? Yeah. Stuff like that. So what do you see typically, in pre reproved responses?

Dani Chaney 13:55
Yeah, most often, it’s really easy to sign up those thank you so much for leaving us a helpful review or When someone has a positive comment, it’s really easy to start scheduling out or pre approving those kind of your your good responses. Some of the things that we most often see is someone will ask a question like, what hours is your branch open? Where are your locations? Do you have a location in this specific city, so making sure that you have pre approved responses for locations, hours, online banking, any of those that you feel like you’re already getting a lot maybe when people come into the branch, it’s really important to set those up. The great thing with pre approve responses is when you plan ahead and involve those key team team members, you’re able to then respond quicker when you actually do get that comment. So involving those compliance team members it when applicable, just knowing that they’re involved if you know your mobile app or to not work or if something was down, knowing that you have a person that you can contact. And you can even set up part of a pre approved response that you can then later go in and edit from there.

Ben Pankonin 14:59
Awesome, man. Tim on Twitter was talking to us a little bit about some of the situations that he had at his bank where he said, Hey, you know, we had a situation where somebody was, you know, profane and stuff like that. He’s like, you know, years ago, that would have been really hard. But through good planning, he’s got some better resources for that. I think. That’s, that’s a great response. You know, we have things like that, that he has planned those out. And it’s, it’s no longer that emergency every time somebody tells us Yes,

Dani Chaney 15:27
yeah. And I think you know, in terms of next steps, too, if you know, you’re releasing a news release, and you know that you’re releasing something from your bank that could be controversial or a partnership, you want to make sure that you’re planning ahead for those pre approved responses. So just remember to that you can set up those in social assurance, or you can have them in whatever tool works best for your team. And if you know that people are going to respond to you or they’re going to want to know the media contact, you can set up a pre approved response, which makes it really easy to then mitigate those once you’re maybe receiving a lot of comments too. It really helps the volume as well. Hey,

Ben Pankonin 16:00
acquisitions, brace, closures, things like that. Right? Those are huge moments. We know they’re coming. We know that there can be some social media implications to that, you know, consolidating cores, things like that. We know those big announcements are going to happen. I just watched one this morning, actually, that I was posting a little bit about internally, you know, great conversations. They’re opening a new branch location, I think it’s really exciting. There’s some opportunities to really maximize those when we thought about what types of implications could happen with that post. So there’s really positive this morning, but sometimes they’re not. So I think, I think that’s great stuff to prepare for. Yes. So this second, third step, acknowledge and solve is really that that component where we’ve got to be listening, right, we’ve got to plan ahead so we know what kind of kind of contents coming in but Let’s walk through that a little bit. You’ve got to live this is the good, the bad, and the ugly. Yes. I feel like we’ve seen it all. So now it’s kind of a chance to say let’s let’s kind of dive into what that looks like.

Dani Chaney 17:14
Yeah, and you’re definitely wanting to define one of these categories and what’s really great is in order to define these you kind of have to go into this big term which is what is a troll?

Ben Pankonin 17:24
Yes. So So help us a little bit help us understand what that’s like.

Dani Chaney 17:30
We all know who a troll Okay, and we’ve we’ve seen them whether we follow other brands or we do have one of those trolls on our financial brand, which I know many of you do. These are the people that are very provocative they are you know, most often using words they shouldn’t they’re being offensive maybe they’re attacking a specific teller or they’re they’re attacking a specific service or, or somebody that they had with your brand they could come in and attack an event you’re part of their they’re angry. they’ve they’ve come here to let you know they’re angry. And sometimes those are the people that are hardest to change their mind. So I like it.

Ben Pankonin 18:07
So I think one of the things that you made a clear distinction on here is it differs from an angry customer, right? Yes. Like, this isn’t just a customer who’s frustrated with a specific issue. I would never call that a troll. No, I would say that’s bad. That’s a customer. Right? Yeah. So we have an opportunity with trolls, I typically look at we don’t have an opportunity with them. Even the happy ones, right. Like the happy ones. You know, maybe we’ll talk about it later. But I had a post last week that went viral a bit. And so like, I had a number of trolls that were trolling it. Mostly these are friendly trolls. Yeah. But like, I don’t really have a role to influence them with. They just are what they are right? Like they’re going to message because, you know, when you hit 100,000 views or so on a video, you’re just going to get that kind of activity. So the more Activity you’re going to get the more trolls you’re going to get. Yeah, just just by nature, right? Because virality leads us to strangers and strangers have a propensity to be trolls.

Dani Chaney 19:10
They do. Yes. And we’ll we’ll get into some of those. And what I like to look at is, you know, The Good, the Bad can be solved when we get into this category that we’re calling ugly, it’s sometimes best to not respond at all offered to take it offline. So we’ll go into what that looks like. And how do you tell the difference between when things are bad and when they could be escalating into the point of no return? So I’m excited to share some examples. Awesome. So started with a good

Ben Pankonin 19:34
yeah, these are comments you want to see comments that are, they’re important to respond to. But these are positive. This is, this is what we’d love to have, in a perfect world, our Facebook page and our Twitter profiles filled with these types of comments.

Dani Chaney 19:50
Yeah, and most often, you know, you’ll get these pretty frequently if you’re not already, you know, kind of encouraging people that you’re you’re on Facebook. We’ll get them there and We’ll get them to, you know, comment on your brand and engage with your brand. So what I like to remind here is, you know, this is, again, your opportunity to build your audience to build a connection with them to, to talk to them in a new way. This allows for open conversation, you know, you’re not needing to escalate things, most often, it’s just telling them, thank you. It’s reminding them that you appreciate their business. And then again, kind of see this as an opportunity to grow your customer base. When people go to your page, and they see Oh, my gosh, the bank president is responding to people, this brand is really active, you know, you’re really building loyalty with that set of leads and use that as an opportunity, you know, to build your brand and to get people excited about what you’re doing so and in you’re increasing your customer satisfaction there. And people people do see that and they do read reviews, and they do see how brands are interacting with people, whether that’s you know, brand you’re following that aren’t in the space or even you know, taking a look at your competitors and things like that, you’ll see that it’s most often used to increase kind of customer satisfaction. So these are These are the good ones. These are the field guides.

Ben Pankonin 21:02
Yeah, yeah, no, I like it. Because, you know, I think one of the key things that you were saying is like, these demand or responses well, like, you know, sometimes we see the good and we say, that’s great. I just hope that keeps happening. Yeah, I hope all the flowers keep coming. But we also want to influence that as well. You want to help amplify what’s good. So here were a few good comments that we kind of pulled out from a number of different places, both from things like recommendations. Jill does a fantastic job of seeing, you know, when a when a post is coming in, that is positive, it’s a review. That’s a great chance to say thanks. Yeah, I know, I was walking into a bank not that long ago. And, you know, we were just talking about how they’re doing on social and I said, Hey, I just noticed that Claire wrote a review yesterday at one of your other branch locations. And they said, Oh, well, that’s exciting. Like, cool. Like, that’s great that we had a positive review. And I said, well, like maybe this is your opportunity to like thank Claire, right? Like, like, maybe when she comes into the branch, we could talk to her. Like, I happen to be on a platform that couldn’t respond very well, too. Yeah. But I said, you know, if, you know, maybe that’s a note. It’s got her first and last name, you know, can we put a note into or core banking system? So this is one of those, you know, times where we do have to collaborate, we have to get outside of what we’re normally doing in marketing and say, Hey, like, she just told all of her friends and the internet. Yeah, that she loves you. Like this was a warm hug. Just return it.

Dani Chaney 22:42
Yeah. So and I think, you know, you look at these examples on there, right. We talked a little bit about you know, it’s really great to schedule those pre approved responses, but also know what your variable is. So one of the things that I like about these two comments is, you know, thank you, Jude. Thank you, Chris. You’re acknowledging that person individually and you know, Not only is it important to have pre approved responses, but make sure you know how you’re varying those just adding a name and adds an additional touch, you know, you can have a similar response, you can only say thank you so many ways, but make sure you’re acknowledging them. And their response feels like it’s actually to them. So that would be my recommendation in terms of what might be the variable there and know that when you’re involving compliance team or whoever might be involved, you want to make sure that you’re addressing that person individually.

Ben Pankonin 23:26
Awesome. So obviously, being timely thanking them, reinforcing the positive, we want to help amplify things that are positive. Love it, I think those are all really good suggestions for ways to kind of proceed forward. Now getting into the bad yeah, these these are the comp comments, though, that that we can solve. Right. I think I think that’s the the shiny example here is Yes, they’re not positive. Yes. But these are solvable.

Dani Chaney 23:57
Yeah. So I like to look at this in reverse, you know, We tell you, yes, it’s important to respond to those positive comments, it’s also important for you to respond to these negative comments. And most often when I go out and I’ll look at a bank page, I see missed opportunities that, you know, people were unhappy or they’re having an issue with something and they just weren’t responded to or it, you know, they were responded to in a different way. And at least commenting and offering you know, we’d love opportunity to talk about this with you directly, one of our representatives will be reached out to you that that’s a great way to at least, you know, show that you’ve solved it in public. Again, this is an opportunity to turn frustration into a happy one, you can still save these, these are the allowing for open conversation in a different sort of way. And again, this is your potential to grow through problem solving. So if you’re responding to someone within a couple hours and you’re fixing their problem, you’re offering to find a solution or you’re responding and letting them know that you’ll get back to them that ideally this is these are the great ones that can then turn into a positive reaction through problem solving. Awesome.

Ben Pankonin 25:01
I’ve got a couple questions coming in. But I’m gonna hold off on one of those here for the moment, because we’ve got some ways to solve those. But the first one is that it’s it’s private information. This is a we see this a whole lot more than probably many of you think we do, which is somebody posting, you know, like at account information,

Dani Chaney 25:24
yes. There. And most often, we see these in private messages where someone will message their bank and they’ll say, I don’t have access to my phone, or I don’t have access to to this. And they’ll say, I just want to know my account balance. So this example on the left, you know, this particular bank gets asked very frequently, you know, this is my account number. And again, these are not people that you want to be letting them know this information, you need to take this offline, you need to try to offer a solution to them. On the right. I just, I use this Google example because I think it’s a really great way to show without revealing your private information. We want to help you. So I did provide this because I feel like there still is an opportunity, you know, of course offering to take it offline offering another solution. If there are instances maybe where you need some private information in terms of a name or to verify something, just respond the best that you can, but again, you know, don’t give out that information and, and let them know that they should not be giving that information to you as well. So, again, account numbers, names, any accessible information, you want to make sure that you looping in the appropriate people and reaching out to that person directly. I think, you know, one of the things to remember here is people are continuing to reach out to you and social is just an easy way for them to get information. So I think you know, logically to them. Why don’t I just Facebook message my bank, you know, this, this seems normal to them. So you have to remember to let them know, please don’t send your private information through a social media channel.

Ben Pankonin 26:54
Yeah, absolutely. We always want to kind of give them that, that response that hey, please. Don’t send a little disclaimer in there. Now a few steps when we are responding to those bad comments, right? We’re trying to take responsibility at first. This can be particularly difficult Emily shot and shot a note over said hey what happens when we have repeated messages from the same person that asks the same question over and over again?

Should we should we block them? What should we do?

Dani Chaney 27:29
Yeah, I mean I think that’s that’s one of the instances where you have to decide what is this about if this is about a product if they’re asking you know, when are you going to update your mobile banking winner You know, when will you be releasing this? You need to make sure you’re offering to take it offline and contact this person directly and let them know like if they want to follow up on it, you’d appreciate if they give you know you a call back but unfortunately, we do see their what we call repeat offenders where they’re just posting on every post and they’re inflammatory. At some point you need to know when do we we blocked This person from the page when are they no longer contributing to the conversation in a way that’s positive? So I think it’s just always important to acknowledge, is this someone that we can call directly and solve it that way? Or are we going to need to then resort to blocking this person and making sure that they understand that, you know, we’ve answered their question, but maybe it’s not going in the direction we thought. So I think that’s, that’s the best one to to think about here. And we’re thinking about those bad perceivably bad comments. Awesome.

Ben Pankonin 28:27
Yeah. I mean, I think there’s a number of different ways to do those, but, but we also want to figure out how we keep ugly comments from getting escalated. Right? So so bad we can solve. those are those are scenarios where, you know, good customer service and, you know, potentially fixing the issue. But then we also have this blurred line between bad and ugly. Yes. One of those instances we we had a question that came into what happens when you’re just sort of like your Right. And they’re wrong. Right? Like, like, we have that weird line that happens a lot of times and I always, you know, when we’re talking about how to manage comments from, you know, a financial institution to customers, it’s really delicate. This isn’t You know, sometimes we look at Wendy’s and we had some funny comments today, you know, this this week about long john Silver’s, and Wendy’s, and there was some, some great social media traffic, but they have a different relationship with their customer. And they don’t always know that much about their customer unless their customer says, Hey, I eat the, you know, for for for every week, like you don’t know that, right? Like, you just don’t know that we know a lot about our customers. When they come into the bank, like we know, we know who they are. They’ve been with us for a long time. We have a different responsibility. It also puts us in an awkward spot when they claim word wrong. And we know the whole story. Yeah. So how do you think about that? You know,

Dani Chaney 30:00
I’ve definitely worked with banks and have been in this situation where they have actually taken something offline, and this person still decides to, you know, let their audience know, I’m having this issue. I don’t feel like it’s been properly resolved. I’d like to, you know, take this, this and escalate this. So, you know, my recommendation is you can, you can only share so much information publicly and do what you can to help mitigate the situation. If you’ve already talked to this person, and they’re going online, you know, you can comment to say, you know, our team reached out to you about this specific issue. Please follow up with us via phone number if you have any additional questions, and then make sure that you’re providing that resource for them to take it offline. If it then you know, turns into this, something you need to escalate, you need to make sure that you have a response in place to let that customer know that you won’t be engaging with them anymore, or just take that opportunity to not respond to them at all. Because you have let them know that you’ve contacted them directly.

Ben Pankonin 30:56
Right. So services down, we start An interesting example. I’m sure there, no one who understands you that might be this past week. But, but really interesting, you know? That’s a challenge. Right? Yeah. You know, when we have that issue, whether we’re a small community bank or a multi national, we have challenges. Yes.

Dani Chaney 31:21
Yep. And this is a really great example. So you look here on the left, and these are the public messages that this specific institution was putting out. And these are about an hour apart and they say the same thing, but they’re not providing information to their customers that are wondering why can’t I access my account? Why is this down? What is happening and when when will this be solved on the right, they are responding to people and saying the same thing but then they also wish someone a happy birthday. So this this is your typical, maybe they have someone managing this account or they’re having multiple people and you know, when I took a look at this, there were only 10 comments but they got hundreds and hundreds of why are you telling someone Happy birthday, I can’t access my account. You know, this has been Probably an opportunity where you should have waited until your literal fire was out to respond to people to let them know you wish them a happy birthday. So you have to be really cognizant of, you know, your customers are watching your pages, they’re unhappy, they’re, they’re going there to let you know how they feel. And they’re watching your every move. So, you know, maybe don’t wish people happy birthday or, you know, there is a way to approach the situation to let people know that you’re helping them, but maybe just don’t try to change the narrative into customer service at that point.

Ben Pankonin 32:31
Well, I think I think what I’m hearing you say is, at this moment when we’re circling the wagons or stagecoaches, or whatever that might be, we sort of circle those around and we say, Hey, this is what we’re about. We’re about solving this problem. Yes. So if you’ve got scheduled posts, that’s the time to like delay those things. Yes. You know, you know, punch stop on those. It’s a time to maybe not wish people happy birthday. Yeah, like let’s be about solving that problem for everybody. All hands on deck.

Dani Chaney 32:59
Yeah. And I think This is just an example of a case where they probably had, you know, multiple people working on this, and they should have probably let their their team know, hey, let’s not respond to people that are not addressing, you know, our service being down, and then they could have spread that message across. And they wouldn’t have had this instance where a lot of people were very frustrated that they went online to try to reach out to this financial institution, and they were, you know, wishing people, you know, happy birthday and responding to them in a way that maybe wasn’t the best.

Ben Pankonin 33:27
Right. You know, we had a great one here, that, you know, we kind of helped, you know, look at this one and actually follow this and remember when this came in, you know, Jill had a great response here to one that, you know, I don’t know how this turned out, haven’t asked Jill, how this one turned out, but but you know, as long time ago, but you sort of have this negative complaint. And, you know, one of the things that I see happen sometimes we’ve had some great conversations with different institutions who have said, Hey, we don’t we just don’t have negative complaints on our posts. We just don’t have negative complaints on social media. And I would say, Hey, you know what, that’s, that’s actually not something we’re striving for, like, like we honestly want people to share that information with us so that we can solve it. Yeah. And so that we can show that we have empathy and a better care for our customers. We do want some of that information. So sometimes if you’re if you’re not getting enough of that feedback, sometimes it means you’re just not getting as much authentic engagement right now, one of the things that happens when we’re a smaller institution sometimes is that we don’t get the same feedback because people know somebody at the institution, and they might go directly to them to get the problem solved. Or they might just say, you know, I’m not going to be overly negative because I know these people and I’m connected with them. That’s I think, the positive side of it. Right? The negative side is, we still want, you know, even my family tells me you and things aren’t quite right. Yeah.

Dani Chaney 34:57
And I think you know, we use Citizens Bank admin in the positive experience, but did want to show here, you know, you take a look at this, and I put this in this category because this particular customer is very frustrated, they’re having a problem, you know, with service and having your bank president respond directly. It is a really great tool here. And Joel does that a lot with her reviews and in the bank response as well. So, again, you know, this is one where she’s offering someone her personal contact information she wants to remedy and make it better, she’s really offering to try to help mitigate this solution to make it better for this particular customer so they don’t lose them. While you know, you might not have a plan in place for your bank president to respond, your bank can still respond in the same way to let that person know that you’ve heard them and that you are trying to make the situation better and that they matter to you which in this this circumstance, you know, this person is very frustrated and they are telling people you know, take your money elsewhere. And this might not be something you can solve right away but publicly, you know, you can acknowledge this and then let them know that you’re sorry about their question. And how you hope to make it better?

Ben Pankonin 36:02
Yeah, I like that, you know, Tim just messaged me on Twitter as well and said, Hey, you know, I think this is a great example where sometimes we, we have we see people like Jill, who she’s jumping in personally and responding to a lot of those. But, you know, he’s taken a signed letter from his bank CEO, and said, Hey, this is something I can post with personal information and submit it as a response. I think that’s a great model for those of you who, who need to, you know, get executive buy in, go find them and say, Hey, when something like this comes up, is this something that I can get from you beforehand? I think that’s a great statement, a great idea. So yeah, when we think about those, sometimes we have these examples. Thanks for sending this one in. Tim Stark sent this one in as an example of some things that he had. I asked him if there was a way for him to respond with 90s rap lyrics were We’re still waiting for for all the 90s rap lyrics. But I think this is a really interesting one where sometimes we see something that you’ve sponsored or been interactive with, that gets attributed to you. It’s it’s an association, right. So as bank doesn’t as far as I know, they didn’t train the elephant that was acting in this parade, but there was an elephant. And so PETA got involved and started trolling. I’ve seen a number of these, we’ve had some on am radio. Some of you may have run into this where you may have sponsored some radio programs or things like that. And then all of a sudden, you get put on a list of basically they’re it’s a troll list is what I often call it, but they’ll basically publicize a list to their followers and say, Go Go attack these advertisers for whatever reason, whatever it was that you advertised for similar In here, where usually those spike pretty quickly and fall pretty quickly, I’ve had instances where the troll site was wrong. So they started trolling, you know, one of our clients, and we reached out to him and said, actually, you’re wrong. We didn’t sponsor the thing that you said we did. And, you know, they were able to remove that. But I think there’s a lot of ways to negotiate that. But

Dani Chaney 38:24
yeah, advertising and sponsorship is a tricky one, you know, you can’t always control where some of your things are displayed when you’re when you’re using some digital listings and things like that. So, you know, some of this can be solved in this particular instance, Tim, let us know it died down two to three hours later, and they decided it was best for their bank to not respond at all. Again, this was something that they were sponsoring and you know, a big organization decided to come forward and kind of attack their page. So in this specific instance, this is one where I don’t think you could have solved that in order to make sure that you know, it would die down. They just decided that It’s best for them to just not put fuel on the fire and continue to respond to people.

Ben Pankonin 39:05
Yeah. So when we think about responding to those, you’ve got to let our team know. And not just the immediate, like everybody in the bank needs to know about some of these problems.

Dani Chaney 39:16
Yeah, yeah. And I think, you know, verifying information as well. So if you’re, if your team is maybe a little bit disconnected from some of those sponsorships, and you see people coming on, and they are saying something or advertising, you want to make sure you’re verifying that information, don’t just respond right away without knowing all the information. So make sure that you if it’s a lengthy problem, you’re providing frequent updates. Again, we saw that that large institution that where they weren’t providing us frequent updates, and again, understand their point of view. While you might not necessarily agree with it, or you might not understand it, it’s important to understand where they’re coming from. And I think that can help you provide a response that resolves the situation. You know, whether you take that offline, you want to make sure that you understand where they’re coming from. So you can respond appropriately as as a bank

Ben Pankonin 40:00
Yeah, I like that, um, you know, so many times we can handle a lot of those offline. Yeah. And you know, I always find to sometimes it’s happened in private messages, right? When we sort of message someone we know might be involved or might be able to help us. A lot of those things aren’t just solved in that specific response. So think a little bit more abstractly some of the time. Yeah. So some of those like, you know, going to the troll site saying, hey, look, actually, you know, that that’s not true. Yeah. What you’re, what you’re telling all of these people who are haters is not true. And, you know, we want to empathize with you and understand that, you know, you have a vision for for the world. That’s, that’s different. Yeah. So, um, you know, we’ve had we had a couple comments on when did the leat when not to delete. I think that’s a great thing to think about. You know, a lot of those are vary by platform. So when we think about a platform like Facebook, it allows us to hide some comments. It allows us to block individuals. It allows us To turn off comments or turn off reviews. So we’ve seen, you know, if you don’t have a strategy, and all of a sudden you had a review, that was terrible. Now you have a one star review, on this particular branch location right now might be a time to actually turn off reviews until you have a strategy. Come back with it, turn it back on, you’re gonna have that one star review again, but encourage some customers to come review, you encourage some people who have had a recent good experience with you to start reviewing you. It’s a great option to kind of come back to that. So sometimes the short term reaction isn’t the long term reaction, especially if you ended up in a situation where you have to be reactive.

Dani Chaney 41:45
Yeah. And I think, you know, I I do see this a lot where I’m working with our partners and they, their first thing is we don’t like this, we just want it to go away. And while you know, that’s a fair way to feel it fails to resolve the problem. It fails to To give you an opportunity to to address it, and most often other people have already seen it. Even if it’s only been a couple hours, there are people that have likely seen it, especially if others are engaging with it. So just realize, too, that there are exceptions to this if this person again, is that that typical troll where they’re harassing you or harassing other members, you want to make sure that you’re posting your house rules and your about section, just letting people know like, you are going to hide comments in these instances where it’s not relevant, where you are offending other people. And then make sure that you’re setting up filters, it’s really easy to go into the settings of especially on Facebook of your Facebook page, and set your profanity filter to either low, moderate, or high. Most often, we do set those too high just to prevent you know any of that from showing up on your page. And you can also set up specific block words. So if you want to set it too low, but then put specific words that you want to block over others, make sure that you’re going in and doing that to help flag some of those right away and then those won’t show up on your page. So that’s something that’s really easy for you to do that I would encourage you to do today.

Ben Pankonin 43:01
Awesome. So when we get to learning, you know, we’re sort of gathering all of those things that we had to solve for organizing that content. This is also, I think, a point to say, you have that social media committee meeting, which I’ve gotten the chance to sit in on a lot of your social media committee meetings. And, and one of the things that we try to make sure we do is not to obsess about the negative complaints, but instead to say, Okay, do we have the right strategy in place? If we did have one comment? We don’t want that to derail our feature strategy. We want that to simply be something that we can make sure we’re learning from. Did we execute well on it? Did we not execute? Well? Could we have done something better? Right? Yeah, we can ask those three questions really quick. But I’ve been on a number of them where, unfortunately, it turns into, oh, this person really thinks badly of us this person, and it’s really easy to get drugged down into that and to feel that terrible about it. Yeah. If you’ve ever met somebody who’s a celebrity who does really well on Twitter, they will just say, Hey, we we have to figure out a way to not get distracted by that.

Dani Chaney 44:11
Yeah. And I think, you know, when we’re talking about this, this process of learning, you need to figure out what’s consistent. So if you’re hearing feedback on the same products are the same things, this is a really good opportunity for your team to meet whether they meet monthly or quarterly to say, you know, we’re receiving a lot of feedback on this, we’d like to involve this particular team member, so they can help address how we make this better and how we can help our customers, when more of them will likely come on and comment on that same thing, again, just you know, identifying where your team can improve. And then if there’s an opportunity for more training, if your team is coming to you or people are on your committee, and they’re saying, you know, I just I don’t really know how to approach this. I’d like to set up more pre approved responses, making sure you know if these examples are scaring you and you know, don’t just go and shut off your reviews, making sure make sure that you have you have something in place that allows you for your audience to Come forward and to let them know that they love making with you what they’re frustrated with, you want to create that open dialog, but you want to be prepared when you’re doing it, and then learn from it so that you can kind of repeat that process again. So you really go back into that planning stage. Once you’ve decided, Hey, I think we need to figure out how we respond to those ugly comments are we need to figure out what we’re doing in that capacity.

Ben Pankonin 45:22
I like it, I like it. So and you talked about some of these, you know that we have some goals in place, we want to take a look at how we do reporting so that we’re reporting on the positives and negatives in in equal weight. And we want to figure out how we actually improve our customer service and delivery of our products. And, you know, I think in that learning experience, we we want to find some ways that we can call those customers into action. Yeah. So if if we can say, hey, this systems down, but we’ve got this other alternative, or Hey, we realized that we’re having a snow day, but you can reach us with our online banking tools, or, hey, this system is having an issue. But we we also know that you can respond to us in this way or myself personally, I think whenever we can make that personal and say, I’m available for that issue. Yeah, you know, you can call me directly, and I’ll make sure that you get to the right person. I think that really gives people a lot of confidence in the way that they think about it. So we’ve got four steps rolled into three steps. Yeah, that are really, I think, a great way for you to be thinking about this. And I think this is a webinar too, that is a really easy one to share with the rest of your team. So you will get an email with this recording, sent back to you feel free to share that as needed around your institution. Because I think it is something that we want to to make sure that that you can feel confident in in any way you can. And I think whenever we’re building Better community with our social media, it is an opportunity for us to to give you more confidence in your marketing. So when we think about that, you know, we’re also talking about our webinar for next month is yes. I’m really excited about that one. Yeah. So we’re gonna be talking about social selling, social selling something we’re really passionate about. But I think that the vast majority of content that we’re seeing out in the marketplace about social selling is actually talking to us about social spamming. Yeah. And it’s not identifying how we’re building community. And so we’re going to talk about how we do that, how we become effective at that, and how we ultimately win the communities that you’re a part of.

Dani Chaney 47:43
Yes, yeah, I’m excited for that one. You know, a lot of our partners, they are using social media as an awareness tool, spreading awareness about their products, and they’re seeing those leads, you know, they’re starting to wonder more or they’re, they didn’t know that you offer that particular product. So we’re really going to address what does it mean to sell on social and What are the steps to do that? So I’m excited about that one.

Ben Pankonin 48:03
Awesome. Well, Danielle, thank you so much for all of your work and research putting into into this plan. And so I’m excited to join with all of you next month. If you’ve got other things that you have questions on, feel free to shoot us a note, send us a Tweet. You know, drop us an email. We are glad to dive into those questions and make sure we find good answers. Yeah.