Cómo gestionar la negatividad contra una marca en redes sociales

How to manage negativity against a brand on social networks

Negativity and toxicity on social networks is something that, unfortunately, is practically inevitable. It is important that businesses and brands know how to deal with them in the right way, because if not, it is possible to trigger a reputational crisis that can even ruin the company.

There are different types of negative messages that can reach a company through the communications channels, and depending on them, it is necessary to respond in one way or another.


These negative comments are the most common. However, complaints should not be considered as negative comments, but as constructive criticism that allows the company to improve; and as such, they should be responded to.

Complaints should be responded to quickly, apologizing for the problem or complaint that the customer brought to our attention, and thanking them for their comment and the opportunity to improve that it represents.


Trolls are those who post complaints, false negative information, insults or hateful messages, all unfounded. Troll complaints differ from customer complaints in that trolls are not customers, and are complaining simply to hurt the brand. In addition, some trolls are actually bots.

In these cases, the thing to do is not to respond. Pretend they don’t exist and block the accounts you identify as trolls. The worst thing you can do is to answer them and join in, since that is what they are trying to do. To achieve this, they use hurtful messages, scandalous hoaxes or this kind of things; but in spite of all this, you should not answer them, you should ignore them.


It may happen that someone threatens the company, its work team, managers, or even its customers or followers. This is a very serious matter, and the company that receives these threats should proceed calmly and keep a cool head.

The best thing to do is to never respond to these comments and to first of all take a screenshot of the threatening comments, then block the account, and then pass the screenshots to the social network team to block or delete the account of the threatening person.

In the case of very serious threats, of a personal nature and targeting specific individuals, the company must inform its legal team so that they can take legal action, or bring the matter to the attention of the police or the competent courts. Threats are prohibited on social media platforms and are a crime in the vast majority of countries and should be acted against accordingly.

How to respond?

We have already seen the three most common types of negative messages, and we have explained how to respond to them and how not to respond. But there are times when it is necessary to respond, either to help or resolve doubts or even, sometimes, to respond to insults or accusations. In these cases in which we have no choice but to respond, we must do it in the following way:

Kindness and apologizing

Always respond to complaints or criticisms with absolute kindness, even if the comment made is rude or rude; in these cases, it makes even more sense to be kind, because in this way other users will see that even with rude people we keep calm and maintain good manners.

Also, always apologize, even if a complaint or criticism is unfounded, apologize. It is better to apologize than to argue in a public way.

Humor and sarcasm

It is a good idea to respond with humor to negative comments, especially those that are more hurtful, such as insults or threats. If you respond with the proper sense of humor or sarcasm to these toxic comments, you can ridicule the person who makes them, gain visibility and even more followers if your humorous response goes viral.

But this should not be abused; we should not base our anti-negativity public relations strategy on humor, but on kindness, speed and efficiency. However, from time to time, it can be good to respond to a toxic comment with humor.

Take everything as constructive criticism

As we have already said before when we talked about customer complaints, we must take all negative comments, as far as possible, as constructive criticism that point out the problems of our products or services and that thanks to them we can improve and grow.
For this reason, it is important to thank the users who send us these messages, with formulas such as “thank you for helping us to improve”, “we thank you for your contribution to being better”, “we thank you for your comment, as it allows us to continue improving day by day”.

Helping and solving

And, of course, the priority must be to help. If a customer complains on social networks about a problem or shortcoming that he has detected in our product or service, we must solve it, and as soon as we solve it, talk to him to communicate it publicly, so that everyone can see that we listen to our customers and that we make an effort to please them. This generates a very good brand image, because we externalize the feeling that we are human, close and that we have a lot of empathy towards our customers.

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Haciendo crecer un negocio mediante las relaciones públicas

Growing a business through public relations

Public relations is a must for growing a business, as it serves to develop mutually beneficial relationships between the business and its customers; but also between the business and the media or advertising agents. This helps to build a good brand image and give a greater sense of professionalism and trust.

Attracting talent

Many times, when we talk about public relations, we think about the communication of the business with its customers or with the media and advertising; but it is not only that. A good public relations strategy greatly increases the attractiveness of the brand, which not only attracts customers, but also new talent that can contribute to grow the business even more.

In fact, there are many companies that carry out public relations actions entirely oriented to the objective of attracting new talent to fill jobs in the business.

Firstly, set objectives

Before designing a public relations strategy or campaign, you need to establish the objectives you want to achieve.

These objectives vary depending on the business and its needs. The most common objectives are usually to build a good brand image, promote new product or service launches, or position the brand in a preferential place in the sector.

Only by being clear about the objective to be achieved, can a solid and effective public relations strategy that really adds value to the business be designed and developed.

Create your own content to attract the interest of the public and the press.

This is something that very few businesses do, especially those that are just starting out. It is highly recommended that the business addresses this as soon as possible and develops content that explains its reason for being, its mission and vision, who it is and how it does things. In this way, it differentiates itself from the competition right from the start and, if its products, methods or vision are innovative and attractive, it is likely that some media outlet will be interested and publish it.

A business that manages to provide itself with a good story and context will gain a lot of credibility and notoriety, since the media may be the ones who get interested and contact the business in order to publish it, and not the other way around, as it usually happens.

You might be interested in this: Working in Public Relations, Where to Start?

FINZEL PR | Your Communication Agency

We offer customised PR and digital content services