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Managing Social Media Complaints
Amanda Changuris
August 4, 2016
@AmandaChanguris
8/21/2016@AmandaChanguris 2
Most of the time, it’s good.
8/21/2016@AmandaChanguris 3
The Bulk of the Iceberg
8/21/2016@AmandaChanguris 4
People Get Upset
When people get upset, they:
• Want a solution
• Want to vent
• Want to “make you pay” in the court of public
opinion
8/21/2016@AmandaChanguris 5
Sentiment & Behavior Flow
Patients /
Customers
Happy /
Neutral
Upset
Let You
Know
Offline
Online
Seethe in
Silence
8/21/2016@AmandaChanguris 6
8/21/2016@AmandaChanguris 7
8/21/2016@AmandaChanguris 8
Courtesy xkcd
Step One: Listen So You Can Hear
• Invest in a Paid Tool
o HootSuite Pro / Enterprise
o Spredfast, Falcon Social, Sprinklr, Percolate
• Use Free Tools for Redundancy
o Platform Notifications
o Google Alerts
8/21/2016@AmandaChanguris 9
Step Two: Respond. Fast.
• 39% expect a response within an hour
• Average response time: 3.99 hours
8/21/2016@AmandaChanguris 10
Step Two: Respond. Fast.
8/21/2016@AmandaChanguris 11
Step Three: Respond Well
• First Response Essentials:
o Empathy
o Blameless Apology
o Offer Assistance
• ACID Test
o Acknowledge
o Contain
o Inform
o Direct
8/21/2016@AmandaChanguris 12
Be Human
• Address the person by name
• Consider using “I” rather than “we”
• Have a personality (and use it wisely)
8/21/2016@AmandaChanguris 13
Be Human
8/21/2016@AmandaChanguris 14
Minimize the Distance Between
Customers and Answers
8/21/2016@AmandaChanguris 15
@HighmarkHelp
Canned Responses
It’s tempting… but please just don’t.
8/21/2016@AmandaChanguris 16
Canned Responses
8/21/2016@AmandaChanguris 17
Challenge: Coordinated Complaints
• #dontdenykevin
8/21/2016@AmandaChanguris 18
Challenge: Issues that Keep Coming Back
8/21/2016@AmandaChanguris 19
Challenge: Issues that Keep Coming Back
8/21/2016@AmandaChanguris 20
Challenge: A World of Constant Change
• Twitter’s Customer Service Features:
o Setting to allow anyone to send you a DM (no need to follow)
o Direct-to-DM links for smooth transitions
o Customer satisfaction surveys via DM
8/21/2016@AmandaChanguris 21
Challenge: A World of Constant Change
8/21/2016@AmandaChanguris 22
Challenge: A World of Constant Change
8/21/2016@AmandaChanguris 23
Put It to Work!
• Don’t expect it to be easy…
• But don’t take the negativity personally.
• Questions?
8/21/2016@AmandaChanguris 24

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Managing Social Media Complaints