...your reaction to it could mean trouble for you!

However perfect your service or product is, you surely have from time to time customers complaining in your Social Media channels about this and that and the other. This is a perfectly natural behaviour, that shouldn't make you lose control (otherwise you could lose the whole game!)

So, sit back, calm down and think, think, think!

Is your customer's complaint justified?

Then, thank him/her for the feedback and find a way to compensate your customer and take the appropriate measures so this particular problem never comes up again. You will be surprised to see how often a previously complaining customer will come back to you and thank you with the kindest words for solving his/her problem. Yes, you just got yourself another satisfied customer and perhaps also an advocate!

Is your customer's complaint unjustified?

Take time to politely explain to him/her why he/she is not right (the word "wrong" is forbidden!), what he/she has overseen, how your product functions and what he/she should expect from your service. No "teacher attitude" allowed in this communication! Give your expert explanations in a way that won't make your customer feel he/she is stupid. If you do it right, there you have your second previously-complaining-now-satisfied customer!

In any case, there are some deadly mistakes that you should never make when you have a complaining customer:

- Never argue with them publicly on your Facebook brand page, your Twitter account etc.

- Never insult him/her regardless of how rude they are to you.

- Never use words that could sound ironic or derogatory.

- Never delete a negative comment from your Facebook page.

- Never leave complaints unanswered! If you cannot give a satisfactory answer right away, tell your customer that you will check his/her issue and come back with a clear answer as soon as possible. Do your best to really come back as soon as possible!

Complaining is human and sometimes justified. Don't create a social media “tragedy” out of it!