Avoid "complaint publicization" on social media by giving only one public response.

Social media has become a necessary element of customer service, but it can hurt your brand if done incorrectly. Offer a thorough response, then move to a private channel to avoid amplifying complaints.

Replying to complaints on social media has been shown to have positive effects, such as increased sales. But a recent study showed that it can also cause "complaint publicization," which can affect perceived quality and even increase future complaints. This is particularly true on platforms like Twitter, where commenting on a complaint puts it front-and-center on your account. In most cases, you can minimize the negative impact by responding only once before bringing the conversation to a private channel (as opposed to going back and forth in public). Make sure the response is prompt, empathetic, and informative. Explain what happened and what will be done about it. Use "I" instead of "we." And when offering a private conversation, suggest multiple mediums (DM, email, Zoom, etc.).