Tell us about a time when you had to handle a negative social media comment or review. How did you respond?

Communications Director Interview Questions

Sample answer to the question

Once, when I was managing social media for a retail company, we received a negative comment on one of our posts. The customer was unhappy with a product they had purchased and expressed their frustration publicly. I immediately responded to the comment, apologizing for the inconvenience and offering a solution. I privately messaged the customer to gather more details and address their concerns. I then followed up with a personalized email, providing a refund and offering a discount on their next purchase. The customer was grateful for the prompt response and appreciated the resolution. This incident taught me the importance of actively monitoring social media platforms and responding to negative feedback in a timely and empathetic manner.

A more solid answer

In my role as the Communications Manager for a tech startup, I encountered a negative social media comment that criticized our customer service. I knew that addressing the issue promptly and professionally was crucial. First, I acknowledged the customer's concern publicly, expressing empathy and assuring them that we take feedback seriously. Next, I privately messaged the customer to gather more information and better understand their experience. After investigating the matter, I made changes to our customer service processes to prevent similar issues in the future. I then responded publicly, thanking the customer for their feedback and explaining the steps we were taking to improve. The transparency and accountability shown in our response not only appeased the dissatisfied customer but also impressed other social media users. This incident helped me develop my problem-solving and customer service skills while reinforcing the importance of continuous improvement.

Why this is a more solid answer:

The solid answer provides a more comprehensive response to the question. It includes specific details about the candidate's role as a Communications Manager and the actions taken to address the negative social media comment. The answer showcases the candidate's problem-solving skills, customer service mindset, and ability to think critically. It also highlights the candidate's strategic thinking by mentioning the changes made to improve customer service processes. However, the answer could be further improved by mentioning any quantitative or qualitative impact of the response and how it aligned with the company's communication strategies.

An exceptional answer

As the Communications Director for a consumer goods company, I encountered a highly critical review on a popular social media platform. The review went viral, attracting attention from thousands of users. Recognizing the potential impact of such negative publicity, I immediately engaged in a crisis management approach. I gathered a cross-functional team, including representatives from PR, marketing, and customer service. Together, we developed a comprehensive plan to address the issue transparently and authentically. We crafted a detailed public response that acknowledged the concern, expressed genuine remorse, and outlined the steps we were taking to rectify the situation. Simultaneously, we engaged in one-on-one conversations with affected customers, offering personalized resolutions to restore their faith in our brand. To amplify the positive sentiment, we launched a campaign to highlight our commitment to customer satisfaction and shared success stories from happy customers. The result was a remarkable turnaround of public opinion, as the negative review was overshadowed by the positive engagement and improvements. This incident demonstrated my ability to lead and navigate challenging situations strategically, while preserving the company's reputation and building stronger customer relations.

Why this is an exceptional answer:

The exceptional answer goes above and beyond in terms of showcasing the candidate's skills and expertise. It presents a challenging scenario with a highly critical review that went viral, highlighting the candidate's ability to handle high-pressure situations. The answer demonstrates the candidate's leadership skills and collaboration with cross-functional teams. It also mentions the strategic approach taken, including crafting a detailed public response, engaging in one-on-one conversations with affected customers, and launching a positive campaign. The exceptional answer effectively highlights the candidate's ability to navigate crisis situations and manage the company's reputation effectively. To make it even stronger, the answer could mention specific metrics or outcomes achieved as a result of the response.

How to prepare for this question

Familiarize yourself with the company's communication strategies and brand voice.
Develop a strong understanding of the company's products or services and customer base.
Stay updated on industry trends and best practices for managing negative social media comments or reviews.
Practice active listening and empathy to effectively address customer concerns.
Consider real-life examples of handling difficult customer situations or resolving conflicts.

What interviewers are evaluating

Interpersonal skills
Problem-solving
Customer service
Organization