Salesforce do super infographics – here’s one on handling different types of comments on social media.
First up, a flow-chart for dealing with positive, negative or neutral comments.
Source: Jeff Bullas
Positive and neutral comments are easily dealt with, but negative comments require a considered approach. If it’s a genuine complaint, acknowledge the complaint, but move it to private communication as quickly as possible.
Trolls are more challenging. Received wisdom is don’t feed the trolls. Ignore them, but do not attract their attention further by deleting their comment – this only fuels their fire. However, it’s perfectly ok to remove offensive or spam comments, and comments with legal or criminal implications should be reported to the relevant authorities.
Finally, some general advice. You should always personalise your interactions online. Reach out to and engage with your followers regularly.