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It’s probably safe to say you’ve already heard what we’re about to tell you. But it’s important enough that a reminder won’t hurt.

Happy customers are valuable ones, and loyal happy customers are even more so. Unhappy customers, on the contrary, are worse than worthless. Disgruntled clients can precipitate a major dip in your balance sheet.

Especially now that most consumers are connected to social media on at least one channel, it’s important that you respond strategically to their feedback.

Why You Need to Socialize
Don’t think of your business as at-risk upon joining the social media sphere. In fact, openness to customer feedback on Facebook, Twitter or wherever you make your mark will ultimately help you. Here’s why.

Customers want to interact with you on social media—or at least, they want the option to interact. In fact, they even expect it. Nowadays businesses without social media accounts look suspicious.

Think Twice Before Deleting
Some businesses, especially small ones, are ravenous for social media content. Any attention is good attention. And there’s some truth to that. Even negative comments are of value when you respond to them appropriately.

When customers complain about your products or customer service on Facebook or Twitter, let them have their say. You may be pleasantly surprised to find loyal customers defending you. That’s all the more reason to let whiny, obnoxious or unfair feedback stay on your page.

Sales Side Effects
Happy customers that respond to unhappy ones will always be ideal. But until you’ve built up a band of happy–go-lucky social media followers always at the ready to go to battle for you, responding to negative feedback yourself will have to suffice.

The rules of responding to complaints on social media are the same as they are in person. Hear out whoever is so upset with you. Read their comments with an open mind to understand where they’re coming from.

After reviewing the complaint—and quickly looking into the situation as necessary—respond right away. While not having a social media presence will look suspicious, taking ages to update that presence will look inauthentic. Calm unhappy customers, stat.

Handle negative feedback on social media well and it could turn into a positive. Clients and prospects may be impressed by your understanding response, which of course could make your sales outlook even brighter.

Keep an eye on your business’s social media properties so that you can turn every bad customer experience into a sales opportunity.