Skip main navigation

Routing serious complaints

This step describes how to deal with major complaints and issues on social media

Whilst most negative feedback in social consists of minor grievances with a product or service, hence relatively easy to solve, there may be occasions when more serious issues have occurred.

An example of this might be an abusive member of staff. Not only is social media not the best channel of communication for resolution, but it’s crucial to get this potentially damaging discussion off a public platform to be dealt with privately. Another instance in which you may wish to resolve an issue privately is when personal information is required to tackle the problem, such as account numbers and payment details.

An arrow moving through a maze

An effective approach is to show empathy and commitment to a resolution, before offering the customer the email address or phone number of a member of staff (not a company contact e.g. to resolve the matter.

Sometimes, of course, a response is not necessary or appropriate. There may be certain complaint types that cannot be satisfactorily addressed in social media and are better left alone. Or there may be certain types of user your brand doesn’t want to engage with, such as those or who share inappropriate content. Think about the instances in which your brand would choose not to respond.

This article is from the free online

Running a Social Media Campaign: Customers, Influencer Engagement, Analytics

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education