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When everyone’s got an opinion, use this to make sense of feedback on social media

Social media provides ways to listen to how people—customers or not—are talking about your business online. It’s a great way to get feedback as long as you remember that those who engage with you on social media may not always be current or potential customers or the customers you want to keep or acquire.


Since you’ll never make everyone—and certainly not everyone on social media—happy, it’s great to hear what people have to say as long as you can distinguish who should and should not influence your approach.

Who you listen to and adjust to in response to feedback shows who you prioritize as customers. As a marketer for businesses, there are a few ways to categorize feedback.

  • 1. Expectations vs. the product itself.
  • 2. Overall quality.
  • 3. Value for the money or delivering on luxury branding.
  • 4. If there’s a problem, can customers contact you and get the issue fixed in a polite, timely manner? If not, what’s the barrier causing the issue or perception?
  • 5. Do people like how you fix issues: free shipping on returns, full refund or store credits, complimentary product or service?
  • 6. What they like or dislike about the product or your company as a whole.
  • 7. Opinions on which social or political issues you support or whether you should get involved in them at all.
  • 8. Where you do your business: Do people value your local origins? How does that affect their relationship with you if you’re expanding your business? Do they prefer and expect the consistency of a chain?
  • 9. What new and returning customers think about your business. Do you need to deliver different things depending on the type of customer? Why? Would adding, updating, or re-considering loyalty programs be valuable? Does the messaging cadence or substance need to evolve as their relationship with you does?
  • 10. Why people interact with you on social media: Do people reach out to you via social media to decide what and when to buy from you, only when there’s a problem or something particularly positive they want to share, or do they like to have regular interactions to learn more about upcoming products or keep up with how you support social issues?

As you receive more feedback over time, consider whether you’ve heard the feedback before and whether it’s because you still need to work on those parts of your business or if the people sharing the feedback aren’t who you should prioritize as customers. If snowboarders have a lot to say about your pool gear, enjoy the conversations and free marketing, but don’t rush out to change anything.

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