Using Social Media for Difficult Customers

Both within internet marketing any basically every other field, there’s no getting around the occasional grumpy customer. People have high expectations for their purchasing experiences, and even if you do nothing wrong, they can often find ways to become unsatisfied.

Within the web design field, social marketing can be a great tool for properly dealing with difficult customers. The right social account can be a great funneling point for dissatisfied customers to get their questions answered and their problems handled; the wrong cultivation can led to hostility and the potential for lowering sales. Here are a few tips for handling negative customers on social media.


The first step with all customer issues is managing the situation through listening. Within social media, this means making sure you’re alerted when negative comments pop up – use tools like Google Alerts, Mention, review sites (Yelp and others) and forums to stay on top of any complaints you may have. Try to respond as quickly as possible to negative posts, as the longer they sit with no response, the more customers may think they’re being ignored. Even if you don’t have an immediate solution every time, recognizing and legitimizing concerns is a great way to engender loyalty.


When you begin responding to a given claim, speed is just one factor. You also need to cultivate a real “human” persona – the last thing customers want is to raise an issue and feel like they’re talking to an automated computer. Don’t copy-paste responses, and don’t lump a group of similar complaints into a single response. Be personable and engaging (starting by introducing yourself by name is a great tactic), and try to empathize with their frustration.

Just as importantly, be sure to respond publicly, at least at first. Even if a customer is being unruly and private correspondence is needed to clear the issue up, a public response shows other customers that you’re dedicated to them, no matter how angry they may be. If people scan your social media and see a bunch of complaints with no responses, they’ll assume you ignore most of them whether it’s true or not.

More Than Apology

You want to apologize when a customer has an unforeseen issue, but you also want to do more than this: you want to make it right. People want their issues fixed, and you have to do whatever you can to make that happen. For business managers, empowering social media employees to make certain compensatory decisions can streamline your processes and allow disgruntled customers to be addressed more quickly.

For more information on handling complaints via social media, or to learn more about any of our SEO solutions, contact the experts at SEO Werkz today.

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