Social Media Marketing: Dealing with Positive and Negative Emotions

Social media simulates interpersonal relationships on a grand scale. As such, there are plenty of positive and negative emotions floating around on Facebook and Twitter. It’s important to associate your brand with positive emotions to attract new followers and engage your current ones.

Keep your content positive

The easiest way to control the emotions associated with your brand is through content creation. You have total control over the articles you write and the posts you share, so you should pay special attention to their tone.

A recent MarTech Advisor article talks about the psychology of social media marketing. According to the article, you’ll have a better chance of attracting new followers if your content is positive since that’s what people seek out:

“It is a natural tendency for humans to seek out things which are positive. Thus, when creating social media plan focus on sharing content which uses a positive language. In studies conducted researchers have found that articles are more likely to be shared if they evoke awe, laughter and amusement. Articles with negative emotions are not shared often. The primary reason why people share information is to bring entertaining and valuable content to others which makes positive content more popular.”


Your posts don’t have to read like a Disney text, but they should have an overall positive tone. Studies have shown that this is the best way to get your content shared, and thus increase your brand awareness on social media. If being overly positive doesn’t necessarily match your brand, then try to post funny content.

Don’t delete negative reviews

Since positive content attracts users, businesses are often tempted to delete negative reviews. After all, these are almost never indicative of your brand and cast a shadow of your social media profile, right?

Wrong. For better or worse, you have to live with the negative reviews. Use it as an opportunity to display your brand experience and try to remedy the situation. A recent  Search Engine Journal article explains how this can actually help generate leads in the long-run:

“When you see every mention of your brand, it can be tempting to purge negative experiences from the web. Resist that urge. Instead, reach out to people who leave a negative review—ask how you can improve their experience and work hard to regain their trust. Doing this may not only salvage a sour situation, but it will also show other potential leads how far you’re willing to go for your customers.”

If you respond to negative reviews, it will demonstrate to prospective customers just how well you treat your clients. This will encourage them to do business with your company.

At the same time, if there are no negative reviews on your social media profile, then consumers might get suspicious regarding your brand. Everyone gets a bad review every once in a while, and if you have none to show, then it indicates that you’re hiding something. This is the real reason why you should never delete negative reviews, as long as they’re fair and not particularly malicious.

Use likes and shares to build positive relationships 

Aside from sharing original content and responding to negative reviews, you can also bring positive emotions to your campaign by interacting with your followers. Just by liking and sharing their posts, you can show them that you care about their thoughts and listen to what they have to say.

This kills two birds with one stone since you’ll also generate leads in the process. In this case, the positive emotions from interacting with followers are just a bonus.

Emotions are everywhere on social media. You have to associate your brand with positivity to attract new followers from your target audience. To talk more about social media marketing, or anything else, contact us today.

Leave a Comment