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5 Steps To Improving How You Manage Social Reviews

With The Right Approach, You Can Make All Feedback - Positive and Negative - Work In Your Favor

Posting social reviews is one of the most powerful ways that today’s consumers hold brands accountable for the quality of their products, services, and experiences. Online reviews hold so much sway because they’re a key factor in customers’ decision-making processes. 93% of consumers say online reviews have an impact on their purchase decision.

That means negative comments can be particularly damaging when left unaddressed. Whether they’re legitimate concerns or spiteful attacks on your brand, they can do serious, long-term damage to your reputation, customer sentiment, and sales.

93% of consumers say online reviews have an impact on their purchase decision.

On the flipside, customers also use social reviews to share glowing endorsements. 55% of people aged 18-34 have praised a brand or its customer service over social media. That kind of advocacy can boost sales, build organic awareness, and create return customers.

While you don’t always have control over the type of social reviews you get, with the right approach, you can make all feedback—positive and negative—work in your favor.

Tapping into the value of social reviews

By establishing regular practices of soliciting and responding to reviews, you can build brand equity, and even convert critics into advocates.

According to Microsoft, brands are viewed more favorably by 77% of consumers if they proactively invite and accept customer feedback. And 74% of millennials report that their perception of a brand improves when it’s clear the company responds to customers’ social media inquiries.

77% of consumers view brands more favorably if they proactively invite and accept customer feedback.

With that in mind, it’s worth asking: How well is your brand responding to and acting on social reviews?

Let’s take a look at some common mistakes organizations make, then break down five steps for enhancing your online presence by improving how you deal with social media feedback.

Social review red flags

Here are some telltale signs you need to rethink your approach to managing customer feedback on social channels.

  • Scattered and disorganized reviews – Trying to stay on top of customer feedback on multiple platforms or across individual store pages often results in missed opportunities to respond to and resolve issues.
  • Disjointed social and CX workflows – Tracking customer reviews across separate social and CX systems creates feedback silos, causing inconsistent, inaccurate and/or incomplete results and measurement.
  • Lack of data analysis – Without intelligent, automated text analysis tools for processing social feedback, you’re missing opportunities to understand your customer data, see trends, and identify opportunities for improvement.
  • Slow response times – Customers expect digital interactions to be prompt and painless, meaning your brand can suffer if your response times fall below industry standards—or worse, if you’re not responding at all.
  • Inconsistent messaging and follow-up – Being unpredictable with the timing, tone and content of your responses can create confusion for customers. And failing to follow up appropriately or on time shows a lack of concern for their satisfaction.
  • Missing bigger issues – Without a centralized, 360-degree view of customer feedback, you have limited visibility into issues, reducing your ability to understand root causes and strategically resolve them.
  • Unclear approach and strategy – A thorough approach to managing social reviews involves social monitoring (addressing customer concerns), as well as social listening (understanding pain points and addressing them strategically). If these activities aren’t clearly defined, you’ll have trouble executing them and measuring the results.

social reviews

Manage social media reviews better in 5 steps

If social reviews are hurting your brand, you’re not alone. With an ever-growing number of digital feedback channels, it can be difficult for even the most advanced organizations to keep up.

Here’s what you can do to regain control of your online presence quickly and easily.

Invest in a unified solution

One of the biggest obstacles to effectively responding to, resolving, and acting on customer reviews is juggling multiple feedback channels. By investing in a centralized platform, you can manage every feedback stream in one place and get a unified view of social performance across all channels.

Not only does this make it easier for you to see how your brand is performing at any given moment, but it also allows you to flag and address any potential problems in real time before they escalate into bigger issues.

By investing in a centralized platform, you can manage every feedback stream in one place and get a unified view of social performance across all channels.

Unlock insights through text analysis

Social media contain a wealth of data you can use to answer key questions about your brand, products, customers, and more. But in order to do that, your response platform needs a robust, integrated text analytics toolset.

By deploying text analysis, you can tap into rich social media insights around your products, services, experience, and other topics. Text analysis helps you:

  • Evaluate customer sentiment and emotions
  • Measure the percentage of a conversation (share of voice) for relevant topics
  • Track keywords driving conversations and how they evolve
  • Identify intent to buy and generate leads within social media conversations
  • Categorize social posts based on key criteria to answer tailored questions

Once you have those insights in hand, you’ll have the power to see trends over time and use that knowledge to make significant process improvements.

Establish a process

44% of consumers expect a response to social media questions and complaints immediately or within an hour, according to research from Statista. Having a consistent process for monitoring, reviewing and responding to social reviews allows you to meet those expectations, reduce response times, and expedite issue remedy.

Along with monitoring direct mentions, a well-defined process with automated workflows also supports your team in identifying common customer questions, comments, complaints, and general sentiment around your brand. When you feed those customer insights back into strategy development, you can quickly cycle information and improvements across your operation, and even prevent future issues.

Keep it consistent

The strength of your brand comes down to how consistently you treat customers across the board, from the quality of your products and services to every interaction you have with them.

With your whole customer support team using a unified issue resolution center, you can respond easily, consistently, and promptly to social reviews through one platform, helping customers feel valued and supported.

74% of millennials say their perception of a brand improves when it’s clear the company responds to customers’ social media inquiries.

And by establishing standards for, not just what you say in response to reviews, but also how you say it, you can drive a consistent, authentic brand voice that strengthens your credibility and fosters trust with your audiences.

Standardize your approach to negative comments

Negative comments happen—some justified, some not. Ensure you have a system in place for dealing with both legitimate and baseless complaints on social channels. (And that means choosing your battles. Not all negative comments warrant a response.)

Defining a standard approach will ensure you never miss an opportunity to make amends and salvage a valuable customer relationship. Although you won’t be successful with every attempt, everyone who’s watching will respect the fact that you tried.

social reviews

Boost your brand on social

By investing in a unified response center, performing text analysis, streamlining processes, deploying consistent messaging, and defining a strategy for handling negative reviews, you can cultivate a positive brand presence on social channels.

Most importantly, these five steps will ensure you move beyond reactionary tactical approaches and work toward long-term strategic decision-making.

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