Using Social Media to Gain Attention to a Problem with a Corporation

In the November 2010 Reader's Digest, they ran a story titled "Buyers' Revenge." It told the stories of a few people who had used Social Media and the Internet to get the attention of the higher-up-on-the-ladder-execs-at-companies-who-appear-to-not-give-a-hoot-about-their-customers. From Volvo to 1-800-FLOWERS, consumers found a way to get their voices heard by the people in a position to make a difference.

I have never gone to such extreme measures but I would if a situation would merit it. I have complained on Facebook on a couple of occasions to companies and it is all in how they responded that got my attention. And loyalty.


The first time was to a national budget hotel chain. I had made reservations online at one rate but when I checked in, the new owners refused to honor the rate. No matter how much I talked to the owner, he refused. I paid the higher rate but, upon my arrival back home, I looked up their corporate website to make a complaint. I completed the online form and the response was that I should hear something back within 14-21 days. Say what? You have a disgruntled customer and they may have to wait three weeks to get any type of response from you? I went to Facebook and put my compliant on their wall. It took about 15 minutes before someone from the company posted a phone number for me to call. I did. They refunded me the difference in a timely manner. In fact, the refund arrived before they responded to my first complaint.

The next time was a locally-owned restaurant where service and food quality was an issue. I posted on their Facebook page how disappointed I was as I was hoping for better. It took a week for someone to respond to the Facebook post and their response was for me to enter my mailing address so that they could send me coupons for a free dinner. Say what? I'm going to post my mailing address on Facebook? I provided them my email address (mine is all over the Internet anyway so I wasn't worried about that) and asked them to contact me via email for the mailing address. I'm still waiting. That was in October. I haven't been back to the restaurant and may never go back.

If your company is going to go to the trouble to set up a Facebook page, Twitter account or website, you need someone to monitor it on a frequent basis. Don't let disgruntled buyers have their revenge at your expense.