As many as 60 percent of brands currently do not answer customers or prospects on Twitter, Facebook, or other social media. Being responsive can give you a big competitive advantage.

If a customer complains, don't delete the complaint unless it's offensive. Instead, you have an opportunity to respond publicly that you're working to solve the problem and will send a private message to the individual so it can be fixed.

"We all know that companies are going to make mistakes," says digital media expert Dave Kerpen, chairman of Likeable Media and founder of offshoot Likeable Local. "The problem isn't when companies make mistakes, it's when companies don't say, 'I'm sorry.'"

If you delete a complaint, you're sending a message that the person who wrote it doesn't matter, and you are, in essence, "inviting him to go tell someone else, to start a petition," Kerpen warns.

When you respond, do it in your brand voice, whatever that is: serious, funny, full of puns, scientific--as long as it's true to the brand.

Published on: Dec 16, 2018