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Business response to social media complaints is crucial, experts say

While social media's benefits to companies are numerous, some firms are learning the hard way that complaints can be lethal.
by Brianna Bailey Modified: May 4, 2013 at 2:07 am •  Published: May 6, 2013
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When Kathy Chyzy and her son Ryan opened Blu's BBQ and Burgers in downtown Oklahoma City six months ago, she wasn't prepared for the impact of a nasty customer comment on the restaurant review website Urbanspoon.

“I just didn't really realize that people went online and trashed people like that,” Chyzy said. “I wasn't prepared for that. I just thought if you treat people nice, everything will be OK. But some people are just out to be mean.”

A string of bad reviews left online by a handful of people Chyzy believes had a personal grudge against her and the restaurant were upsetting and didn't help business.

Chyzy admits she is not very Internet savvy. When she emailed the local humor website The Lost Ogle about one of the bad reviews, she inadvertently ended up as fodder for the blog.

These days, business has picked up and Blu's is earning more positive reviews online. The restaurant's business has tripled since the negative online attention died down, Chyzy said.

“They intended to kill our business, but we are putting out good food and good service,” she said.

However, Chyzy said she still is unsure how best to manage the restaurant's reputation on the Internet.

“I just tried to let it fizzle out and serve the best food I could,” Chyzy said.

Response is key

As more people turn to Facebook, Twitter and countless customer review websites to vent about negative experiences, how a company responds to online complaints can help make or break a business, local social media experts said.

A company can even gain new customers by responding with speed and sensitivity to complaints online, said Blake Jackson, vice president of digital for the Oklahoma City-based public relations and marketing firm Saxum.

The first step is to take all complaints seriously, he said.

The upscale Boston restaurant Pigalle learned that lesson the hard way in November when its saucy rebuttal to a customer complaint on Facebook went viral. After a patron complained that the restaurant's Thanksgiving pumpkin pie tasted like vomit, Pigalle's head chef Marc Orfaly responded in several expletive-drenched Facebook posts by suggesting the woman was overweight and shouldn't eat dessert anyway.

After gaining Internet infamy, Pigalle announced in March that it would close its doors and reopen under a new name.

“The key is treating the offended party with respect and care, no matter how big or small the issue. It should be clear to everyone in your online community that you are OK with being held accountable,” Jackson said. “Starting from a position of humility immediately ratchets down the tone of the complaint. It also demonstrates to digital onlookers that if they ever have an issue with your business, they can expect the same type of respect. That is the heart of good customer service.”

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by Brianna Bailey
Business Writer
Brianna Bailey has lived in Idaho, Germany and Southern California, but Oklahoma is her adopted home. She has a bachelor's degree in Journalism from the Univerisity of Oklahoma and has worked at several newspapers in Oklahoma and Southern...
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At a glance

Social media tips for businesses

• Have a crisis management plan for when customers vent online.

• Treat the customer with respect.

• Take all complaints seriously.

• Don't ignore or try to censor customer complaints online.

• Encourage customers who have a positive experience to share it online.

Sources: Saxum, Schnake Turnbo Frank | PR

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