How to Utilize Twitter as an effective tool for complaining- FOX BUSINESS “Willis Report”

Social Media Expert Kris Ruby share’s top tips on how to utilize Twitter as effective tool to get what you want when complaining on FOX BUSINESS “Willis Report” with Gerri Willis.

Why is Twitter an effective tool for complaining?

Twitter is an effective tool for complaining because it is a portal for  public 2 way public communication. When you dial into a customer service line, no one knows who you are and the complaint isn’t public. When you post a complaint on Twitter, it stays online and companies don’t want their reputations ruined. When people complain on Twitter, they get real time feedback and often times feel they are having a more “human” interaction then dealing with an automated recording.

What is an example of a complaint that worked in a customers favor?

Jetblue is incredibly responsive on Twitter. Airlines can often be a source of frustration for travelers, but Jetblue has done a remarkable job of using Twitter as a customer service platform to increase customer loyalty and keep frequent flyers satisfied. They excel in responsiveness on Twitter.

An example would be a customer complaining about their long wait time and horrific flying experience, and Jetblue responding while they are still at the airport offering to refund the cost of their flight publicly. They turned a negative situation into a positive one and the customer RT’d the response, which received positive feedback from their followers.

When brands react professionally to negative criticisms and complaints, people actually develop stronger loyalty for those brands.

What are the biggest mistakes people make when they complain on Twitter?

The biggest mistake people make when they complain on Twitter is being overly emotional and “whiny.” Another mistake people make when complaining is not actually having a legitimate complaint.

How do you complain on Twitter and get results?

Be solution oriented- If you have a legitimate complaint about the service you received, come up with a solution so you don’t seem like an endless “complainer.” Include a solution that could actually be valuable to a company.

Think before you type- Remember, what you say is permanent. If you wouldn’t want your tweet on the cover of the NY Times, then don’t write it. Choose your 140 characters wisely.

Use the company’s Twitter handle you are complaining about so the complaint is on their radar

Tweet photos (For ex. Skirt you ordered that was sent with a rip in it, screenshot of an email to the company unanswered)

How do you get results when you complain on Twitter? 

To get maximum results when you complain on Twitter and get others to RT the complaint, it has to be something that would not turn off future customers. A great way to get customers to RT your complaint is by sharing a screenshot of how the company mishandled the situation (If they tweeted you “We don’t want your business and don’t come back. There are plenty of other stores to shop at.”)

This is compelling because of the human-interest element and makes others think- if that is how they treated one customer then I will never become a customer.

Martha Stewart’s recent Twitter rant- Was this a good way to go about complaining?

Martha Stewart’s recent Twitter rant was not a good way to go about complaining because it had a “Diva Like” tone to it.  It wasn’t really a valid complaint that Apple should have bounced back to and fixed. So what if your iPad broke? They don’t do custom home deliveries and you can’t get special treatment because of celebrity status. Granted if this is something they wanted to do it would have been a good PR move for Apple, but by no means should they have been expected to do that.

The problem becomes when your complaint is not in alignment with what a company should realistically fix. You then sound “whiny.” If they sent you a broken iPad, then they should respond immediately and fix it. If your iPad broke after you bought it, however, then drive to the store like everyone else and have it fixed the old fashioned way.