Making lemonade – Handling Negative Social Media

On my way to work the other day, I heard an interesting report on American Public Media concerning AT&T and its social media strategy. After posting a letter to customers concerning systems changes and expansions, AT&T’s Facebook page was flooded with responses, most negative, many profane. Rather than delete or ignore the response, AT&T chose to take them head-on and had their social media team working until 4 a.m. responding to each and every post. The fact of the matter is that, whether or not your company is engaging in the conversation is irrelevant; they are happening anyway. It is your choice whether to be a part of it and be heard. AT&T took a PR disaster and attempted to convert it into an opportunity Listen to the full story here.