No brand likes to see its products and services criticized on social media . In the new Web 2.0, criticism is almost always synonymous with problems. However, criticism can also be turned into something positive for brands. Reevoo lists five reasons why brands do not necessarily have to be afraid of criticism on social media:
l. Building trust
Recommendations from existing customers are the foundation of the success of so-called social commerce. Consumers place a high value on the opinions of other users because they trust them more than those from “official” sources. Negative opinions give consumers a reason to believe positive comments. According to Reevo, 68% of consumers give more credibility to comments from other users when they contain both positive and negative opinions. 95% of users suspect that brands practice some form of censorship when only positive comments are available on their social platforms.
- Increase interaction
Critical comments about brands are the most popular website development service among users. According to Reevoo, negative reviews have double the click rate compared to positive ones. In addition, the presence of negative comments increases the time users spend on the website. Thus, users who search for reviews stay on the website for an average of 17.6 minutes, compared to the average of 3.2 minutes for those who do not.
- Boost Conversions
High conversion rates are a natural consequence of consumers spending a lot of time on a website, looking at the content on the page and trusting what they read. According to data from Reevoo, the conversion rate of consumers who specifically search for reviews is 67% higher than that of those who don’t.
Offer alternative points of view
The much-feared criticism of brands on social media can be a good warning system for companies on these platforms. Negative comments contain first-hand information about the relationship between brands and consumers that is often more valuable than that generated through market research. Negative comments can help brands improve their business, products and services.
Highlight the brand's good customer service
Negative comments often come from dissatisfied customers. Publicly expressing criticism is a good opportunity to neutralize negative opinions and ultimately turn the critic into a fan of the brand. A quick and transparent response to criticism also serves to show users that the company really takes its customers' opinions seriously. 18% of customers who receive a response to a review on social media end up returning, and 91% recommend the company to other users for the good service it provides to its customers.