The significance of online comments in Russia

The role of discussions and comments in the online sphere has long been recognized as vital, and this holds true for the Russian Internet, which aligns with global trends. For brands, the work does not end with content publication, as the value of subscribers’ comments and engagement with them is equally significant. Understanding the importance of managing and responding to comments is crucial. To delve deeper into why working with comments is essential and how to effectively do so, you can find valuable insights in the Quarter Billion Agency Group blog.

We want to emphasize the significance of user comment management, which is a tool that many Russian companies and brands either neglect entirely or use ineffectively, ultimately hindering their progress. By effectively engaging with comments, you can distinguish yourself from your competitors. While there are still many companies that have yet to harness the power of comment management, numerous prominent brands and larger organizations understand its value and strive to stay up to date with current trends.

Why are users’ comments important?

Users’ comments on your content and brand pages serve as an indicator of interest, reflecting the engagement and relevance of your content. Beyond being a quality criterion for your social media efforts, these comments play a crucial role in attracting new audiences and acquiring new subscribers. When your brand generates discussions and receives active engagement from a large number of people, it piques the interest of potential followers and expands your reach.

Furthermore, users’ comments provide valuable feedback, encompassing both your company’s performance and the content you offer. Negative comments, in particular, hold equal importance to positive ones, as they present opportunities for improvement. Handling negative comments will be discussed further below.

Additionally, users’ comments hold significance in terms of search engine ranking on certain platforms. A prime example is YouTube, where the promotion and visibility of your videos in search results and suggested videos are influenced by the number of comments and likes they receive.

How to encourage users to post comments?

• Provide interesting and high-quality content that sparks a desire to comment.
• Directly encourage users to share their thoughts, ask questions, and initiate discussions.
• Organize comment-based contests, such as rewarding the best poetic comment or having a competition for the highest number of comments within a specific period.
• Respond to comments on behalf of your brand. Strive to strike a balance, avoiding direct involvement in discussions while stimulating further engagement between users.

While you cannot force your audience to comment, you can create an environment where readers are motivated to share their opinions. Merely publishing high-quality content is not enough to generate comments. To elicit comments, it is necessary to engage and interact with your audience, respond to their remarks, and actively communicate. By fostering a dynamic interaction with your audience, you are more likely to receive an enthusiastic response.

How to handle negative comments?

Avoiding negative comments entirely is only possible by disabling comments altogether. In any other scenario, a certain percentage of negative messages towards your brand is inevitable. It is crucial not to leave negative comments unanswered and to respond to them in a competent manner.

Some companies believe that deleting negative comments is sufficient, but it is not recommended to do so. This can trigger the Streisand effect, where the individual may feel compelled to share their negative experience with a larger audience. Moreover, deleting unwanted comments can lead to accusations that can significantly impact brand loyalty.

When addressing negative customer reviews, it is advised not to:

• Display aggression, offend, or humiliate the author of the review. This will only escalate the situation, provoke reciprocal aggression, and portray your brand unfavorably to other users.
• Deny the facts if they are verifiable. It is easy for others to fact-check, so denying the truth will not be beneficial.
• Ignore or neglect the situation. Negative comments can spread rapidly across the internet, causing harm to your brand’s image. It is important to address them promptly and effectively.

The different types of negative comments can be categorized as follows:

1. Genuine customer dissatisfaction: These are reviews from real clients who have encountered unpleasant situations. It is important to respond to such negative comments. The recommended approach is to gather details from the dissatisfied client, investigate the incident within the company, and if the negative feedback is confirmed, publicly apologize to the user and provide an explanation for the situation. Building a connection with the client and addressing their concerns is crucial.
2. Trolling: Trolling refers to purposeful and provocative spam comments that lack any genuine information or problem. The objective of trolling is to incite conflict. While such comments do not bring any benefits to your company, failing to address them in a timely manner can cause significant harm by distracting other users and generating irritation. Responding to trolling with humor can be an effective way to handle such negative comments.
3. Directed negative (black PR): This type of negative comment may resemble genuine feedback but lacks specific details. Often, exposing the author of such custom negative comments can be achieved by requesting further explanation from them. To restore your brand’s reputation, it may be helpful to engage third-party experts (opinion leaders) and internal experts (respected members of the group) for support and guidance.

User comments have become a valuable asset for online promotion in today’s digital landscape. They have the potential to generate traffic, attract new clients, facilitate feedback, and, in some cases, directly impact the promotion of your content (such as on platforms like YouTube and blogs). However, it is crucial to handle comments properly and promptly, as they can also pose a risk to your brand’s reputation. The experts at Quarter Billion Agency Group can provide guidance on effectively managing comments in the context of Russia, ensuring that you establish the right approach for your brand.