Everyone uses social media now for marketing events. But what about the feedback you get from attendees during an event? People post about everything—and that includes how they are enjoying the venue, food, customer service and so on. Heed these six tips to stay on top of your social media throughout the day.

Track Hashtags, @ Mentions and Keywords

At Smart Meetings we talk a lot about the importance of a custom event hashtag—because it truly does matter. While people can mention you by name on Twitter and Facebook through @ messages, they may not remember to tag you directly. By using a hashtag, you can follow people’s experiences throughout the day, both negative and positive. Make sure you’re following keywords for your event, as well.

Respond Quickly to Unfavorable Feedback

The Social Habit reports that 32 percent of people expect a response from a brand within 30 minutes, and 42 percent expect a response within an hour. Take any longer, and you risk potential backlash for ignoring a problem—even if you didn’t see it in the first place. If you don’t have the time to check social media, consider hiring one or two people to follow your various outlets and reply in a timely manner.

Make It Public

People can see other attendees’ comments regarding your event. This means any negatives in your feed are available to everybody. That’s why responding publicly is important. You want everybody following you to know that you take attendees’ problems and thoughts seriously. Even a simple “I’ll send you a private message” is enough to let people know you are paying attention to attendee happiness.

Don’t Respond to Negativity with Negativity

Responding to negativity in like fashion is never a successful solution. While it can be difficult, stay transparent and helpful. Unfortunately, some people simply need to blow off steam before they can hear helpful responses you may have. Attendees will appreciate your cool, and it can contribute to a positive experience after all.

Listen to the Problem Before You Try to Fix It

It’s tempting to jump the gun and assume you know exactly what an attendee is complaining about, but ask questions about the experience, make sure you listen closely, and let the attendee know you appreciate the feedback—most people with complaints simply want to feel heard.

Don’t Forget to Respond to Positive Feedback

It might feel self-congratulatory on a public forum, but responding to positive feedback is also important, even if only to a few representative comments. Showing gratitude demonstrates that you value your attendees and their opinions. You can also take the opportunity to ask how their experience could be even better—those who are in a positive mindset will be more likely to offer constructive criticism rather than purely negative responses.