Like it or not, smart marketers are listening to the online conversation. When you complain to your friends, followers and readers you have every right to vent your frustrations. But if you would like a resolution, restitution, a make good or even product, process or policy improvement with this brand or in even across the industry, there are a few key things you can do.
- Post reasonably. When you write something like "Screw 'em" and "F 'em", there is less likelihood that you will be taken seriously.
- Provide some context. The more you say, the more likely that your issue will be addressed in a timely manner, as it makes it easier for marketers to route your issue to the correct people. This will also help brands learn from your complaints and address this issue proactivley moving forward. Be sure to mention the department, product, sales channel, support channel or policy that you have issue with. DO NOT release personal or private information in public.
- Position yourself as a partner. Brands are more likely to engage people who are likely to build rather than tear down.
- Address your complaint. This will help get you the attention you need. Look for a brand blog or twitter address. Message to them, not just to the world at large. Try to find an email address on the brand blog. Find someone that works for the brand on their blog, or twitter or even Linked In. Address them directly, and if possible via private channels.
- Say thank you. As a customer, you are rarely under any responsibility to post an update or say thank you in public, but you are more likely to receive social customer service moving forward if you recognize the social champions at the brand.
