Social Media: Where Negatives Are Positives?

If you read my previous post (What is Socialnomics?), then you know I had the chance to review the book Socialnomics, in which author Erik Qualman offers a number of insights and observations on social media.

One of those insights I’d like to share is his counsel for individuals and businesses to accept negative comments originating from social media and, in fact, to “relish the critical feedback.”

Qualman feels the way he does for various reasons, which he articulates in both the book and on his blog. See Negative Feedback Is Not So Bad. In sum, he says we have much more to gain from embracing the negatives.

But in full view of everyone? Try convincing most business leaders that they should embrace negative comments on the corporate blog or Web site. Most of them have only ever followed the rule of accentuating the positive as much as possible and avoiding any reinforcement of the negative. After all, why upset customers and create perception issues by displaying negative and potentially damaging comments? It just doesn’t make sense, or does it?

I do appreciate Qualman’s argument that embracing the negatives gives your brand a chance to shine in a public forum. By putting everything out there for all to see, you have the opportunity to show your mettle. You have the chance to demonstrate what you’re made of, to demonstrate how well you listen and respond.

You messed up on an order and you’re going to make it right? Prove it. Show just how good you are at resolving problems.

You believe in two-way dialogue. Prove it. Show just how willing you are to listen and accept input.

This all comes down to authenticity and transparency, key attributes in a socialnomic world. As Qualman says, it’s okay to be seen as less than perfect because consumers and buyers already know that’s the case! Nobody’s perfect. You don’t need to pretend. All you need to do is strive to excel in staying true to your brand promise and values. When you fall short, admit it and take action to get back on track. The people you care about will respect you for it.

If you’re looking for an additional read on this subject, look no further than Jeremiah Owyang’s Web Strategy blog where he tackles the question: What if they leave negative comments on my site/blog/forum?

In his view, negative comments come with the social media territory. If you want to be seen as open, you must fully open up… to the good, the bad and the ugly. And if you want to be seen as confident, with nothing to hide, you’ll embrace the negatives with the positives.

I’m sure some of you have addressed this topic before. Could you please share your views and perspectives or point us to similar discussions in the blogosphere? I’d love to dig deeper on this one.

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