Why are Social Mentions Important and How to Respond to Them?


Social mentions include any mention of your business on social media.

It’s important to remember this doesn’t only include the mentions that tag your business. There are tons of conversations about your brand on social media that you aren’t receiving notifications for.

This is why it’s so essential to put a plan in place for how to handle these. Tracking all of your social mentions, not just the ones directly tagging your business online, and responding to them accordingly helps to build brand trust and loyalty with your audience.

Why social mentions important to your brand?

To put it simply, when people talk about your brand, they’re spreading the word that it exists. If their feedback is positive, this could lead to new customers and more revenue generated.

On the other hand, if their feedback is negative, and you’re not tracking these mentions to find and resolve the problems, it could result in a poor reputation amongst that customers’ circle.

Whether you like it or not, people are talking about your business online, and you want to be sure you’re on top of those conversations so that you can respond and further engage your audience.

How to respond to your social mentions?

Each time you find a mention of your business on social media, you should make an effort to respond to it. You’ll have an opportunity to interact with people who are already aware of and interested in your brand.

There are many reasons people may be mentioning your brand – and they might not even be customers. It’s important to know how to respond to each of these different types of social media mentions.

1. Sharing product photos

You’ll often see customers share photos of your product, food, establishment, etc., whatever you have that’s photogenic. People love to share their experiences on social media, and when tagged brands interact with them online, it makes that customer feel acknowledged and appreciated.

Taking the time out to acknowledge the people who have shared your product is a great way to build brand loyalty. It doesn’t have to be anything special – just a “Thanks for sharing!” along with a personalized comment is enough.

2. Providing feedback

Sometimes customers will reach out simply to provide feedback, whether it’s a, “Hey, I really loved this,” or they have an idea that could help your business to improve.

This is incredibly important for you to find and listen to. After all, your audience cares enough to offer free advice for improvement in your business, product, or service, be diligent and courteous enough to respond.

Acknowledging that a customer has given you feedback or service requests and assuring them you’ll let the correct team know, or that you’ll be sure to work on this, is a great way to respond.

3. Sharing a bad experience

Remember this: If a customer shares a bad experience with your company online, it’s likely they simply wanted to vent. Finding these social media mentions provides your brand with the perfect opportunity to turn their experience around.

The best way to respond is to immediately move the conversation to a more private location like asking the customers to proceed with a private message. Apologize and ask the customer to send them a direct message so that you could take care of the issue. And you can see the results once done with the customer’s positive follow-up response that they were happy with the service they received.

4. Asking for help

Customers might also reach out or mention your brand when asking for help or support with an issue.

Larger companies may have dedicated marketing teams to handle their social mentions separate from that handling development or support issues. However, it’s a good idea for any size company to have a plan in place to handle these types of social mentions.

Respond to any support queries by letting the customer know you’re here to help and take action on the request to make sure it gets resolved. Most customers expect a response on social media within a day or less, preferably within 4 hours. If you lag in responding to your social mentions, your customers could turn to your competitors instead.

5. Mentioning your brand in an article

You definitely want to stay on top of your press mentions and monitor all of your accolades in an article.

Many people who write about your brand will share the article link and mention you on social media in an attempt to get you to also share that article. In this case, we’re sharing positive experiences, so take the opportunity to thank the user, and possibly share as well.

Tips for responding to your social mentions

How that you know a few types of social mentions you might see, let’s cover a few basic tips for responding, particularly to negative social mentions.

  • Respond quickly. Consumers expect real-time responses and interactions from brands, so you want to monitor these mentions and responding to them as quickly as possible.

  • Stay positive. Even if the person mentioning your brand is extremely unhappy, always manage to stay positive and reassure them that you’re going to do whatever you can to make things right for them.

  • Move the conversation to a private setting. Notice how in many of our examples, the brand immediately asked the user to message them privately. This is because it can be better to handle things privately rather than out in the open. Ask users to DM you, send them a link to a support channel, or send a better contact email address.

  • Know when to stop responding. Unfortunately, there will always be issues that you simply can’t solve and customers that you simply can’t please. Make sure you know when an issue is getting to that point and when you need to disengage.

  • Turn the conversation around. If a customer is having a bad experience or a support issue, do whatever you can to turn the conversation around and ensure they are satisfied in the end.