Posted by Mai Bruun Poulsen Jul 25th, 2012
We often post about the importance of finding the right conversational touch points in order to engage your target group in conversations based on your values and beliefs. Also, the importance of monitoring and listening is a much-discussed topic here on the blog. We put emphasise of these issues because of the importance of getting to know who your users are and to reveal what trends and demands that are being talked about. But besides monitoring what your fans and users passion points are, it is just as important to monitor what they are NOT interested in.
Turn the negatives into positives
Yesterday, Socialfresh posted a very interesting article in this regard stating that ‘as a social media manager, you’re essentially in a relationship with your page. As a good mate, you have to know what your counterpart likes. You also have to know what they don’t like, and how you can turn those negatives into positives.’
You can of course see the number of people unliking your page in your Facebook Insights. But instead of trying to guess why people are leaving your page you can in fact get reports on negative feedback from users when exporting insights data. This number will give you valuable information about negative feedback, as it refers to the amount of times a fan has hidden your post or marked it as spam.
When downloading the insights as a spreadsheet, you’ll see Lifetime Negative Feedback Users and Lifetime Negative Feedback from Users in the “Key Metrics” tab. The first is the unique number of fans not liking your message and the second is the number of times negative feedback is given per post and by type. Socialfresh stresses the importance of how many people are choosing to hide all of your posts based on just one. That’s the most dangerous ones, as this means that the post really turned the person off and you lost a fan.
Balance your content
Socialfresh also underlines that you must make sure to balance the amount of content from each area. The negative feedback will explain why certain post types or subjects are being hidden more than others or don’t receive as many likes, comments, or shares.
Compare negative feedback to interactions
Socialfresh gives a good piece of advice regarding how to put the negative feedback into perspective: To calculate the percentage of people exposed to your post giving it some type of negative feedback, divide the number of people who gave a specific post negative feedback by its lifetime reach (organic number, which you’ll find on the “Key Metrics” tab). This will help you figure out which posts may have been less successful than others.