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Discover the secrets of a veteran content marketer. In this interview-style course, author C.C. Chapman teaches how storytelling—creating a compelling narrative around your content or product—is at the heart of both marketing and business, using examples from his own career. Learn about the goals of content marketing, the tools and skills you'll need to run a successful campaign, and how to leverage social media and mobile technology to promote your message. C.C. also touches on the importance of dealing with negative feedback gracefully and maintaining relationships in social media communities.
Negative feedback is part of the Internet, it's part of life, it's part of -- if you make something, or do something, not everybody is going to like it. How you deal with it is just how you'd deal with it in the real world. You react to it, you address it, you respond to it. If someone had a bad experience with your product or service, talk to them. Say hey, how can we make this better next time? You're not going to be able to fix every problem; it's impossible, but if someone has gone to the point of saying and complaining online, the biggest thing you can do is listen to them. Say hey, we hear you.
We're sorry, you had a bad meal, or we're sorry our product didn't live up to your expectations. How we can make it better next time? If you can fix it, fix it, but you're not going to always be able to. But ignoring negative feedback is the worst possible thing you can do. These people are already so passionate and emotional, that they're sharing their negative; they are ranting. If you can turn that around with a positive experience, I guarantee you the passion that they put behind their anger will be tenfold on the positive side when you can flip it around. So don't ever try to bury the negative feedback. Address it, listen to it, and try to make it better.
The biggest thing to remember is to talk to people; be helpful, listen, interact, have that conversation with someone before you try selling. It's the biggest and the easiest pitfall people fall into, where they start with selling, rather than starting with forming a relationship, and having a conversation. And honestly, that's what social media, that's what content marketing is all about.
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