As a community manager, you always have to monitor your social platforms. Why? Because no matter how great the content is that you post, there is always one fan who puts down your post, highlights a typo error or continues to spam you wall with angry comments with our without profanities.
Although your first reaction may be to delete the comment or ban the user, here are a few other options to handle those unruly social fans (in a professional manner):
1. Respond to the Comment. Respond to the fan in a timely fashion (the sooner, the better) by thanking them for commenting and providing an answer or another support outlet where they can receive help from your company. By responding to all comments, whether negative or positive, other fans will see that you care and your brand will earn credibility within the space.
If the case arrises when the comment is serious and needs more support than you can provide via social, take the conversation ‘offline.’ Provide a secondary email address that the fan can contact to further discuss the issue at hand. By taking the conversation off of social media in a professional way, you’re not only giving the best service to your customers, but will give your company the opportunity to diffuse the problem in a less public way.
2. Hide the post. Although we don’t recommend doing this unless a comment is offensive (includes profanities, etc.), as a community manager, you must make whatever call is best for the brand. Will this offend other fans? Would the post be considered spam? If so, hover over the right-hand ‘x’ and click ‘Hide’ on the Facebook post in question. When a post is hidden, only the fan who wrote the comment and his or her friends will be able to see it. One can always ‘unhide’ the comment if necessary. Make sure you respond to a comment before hiding it!
3. Delete the post. This is a touchy action that not every digital marketer will agree with. One point that is true? As a representative of a company, you don’t want to get a reputation for deleting user’s comments, especially because their backlash will come back ten-fold which only means bad news bears for you. If it is necessary (and similar to hiding a comment on Facebook), hover over the ‘x’ in the upper right-hand corner and click ‘Delete.’ Once deleted, you can click ‘Undo’ to get the comment in a hidden form, then click ‘Unhide’ to bring it back completely.
With the option to delete, comes the power to report the content and even ban the fan. For those posts that are too aggressive or provocative, these options may be best for you.
When reporting content, you’ll have the option to flag the post as spam, a personal attack, hate speech, violent or harmful behavior or sexually explicit content — then it’s up to Facebook to decide what to do with the user. When you ban a user, they’ll be able to see the page, but will not be able to comment or post on any content. Note that a CM can ban and un-ban users from the admin panel. Note: If you don’t ban a fan permanently, be aware that they can go back and Like your page again.
Bottom line: You’re always going to have problems with some fans who are negative people or simply don’t like your brand — it’s inevitable. Do you best to handle the situation in a professional manner and be confident that if it gets really bad, you can delete comments and even ban a user entirely. Good luck!