Consumers Getting Farther, Faster With Complaints On Social Media Sites

Colleen Chen, News 9

OKLAHOMA CITY -- Consumers say there are few things as annoying as waiting on the phone for help when you call customer service. While most companies still have the standard customer service representatives, more companies are responding faster to complaints on social media sites.

"Social media is really changing the landscape for businesses, especially in the customer service they offer," said Lisa Janssen, who is responsible for online social media at Saxum Public Relations in Oklahoma City.

Consumer Jason Doyle Oden said he is an example of it. A couple months ago, he bought a smart phone called the Samsung Acclaim from U.S. Cellular.

"I brought it home and my wife was really jealous," he said.

They decided to budget for another phone the next month, but then they saw an ad on TV.

"That's when a commercial came on and it was talking about the buy one get one deal for the same phone I'd just gotten. I was like 'Man, if I had just waited one more day!'" Doyle Oden said.

Attempts to persuade U.S. Cellular to let him on the buy one get one free deal failed in person, but Doyle Oden then saw a post on the Facebook site for U.S. Cellular.

The post said, " Hey, new acclaim users, do you like your new phone?"

Doyle Oden responded with, "I love the phone. Would love to have an app that would take me back in time to delay my purchase by the day so I could take advantage of the buy one get one sale!"

Several other consumers commented on the post and the next day a message landed in Doyle Oden's Facebook mailbox. The note was from a regional manager that gave clearance for a new phone.

Similar stories of social complaining success at a variety of companies are shared across the Internet.

"Whether it's a gift card to use next time they come in or a free dessert. A lot of businesses are going towards freebies for complaints, especially restaurants," said Janssen.

Social media complaining is working for a lot of consumers, but Janssen said there are concerns that easy online complaint freebies will lead to a slippery slope of fake complaints. She said Saxum PR teaches businesses to use social media and encourages them to come up with protocol in responding to social media complaints. She said companies have to make sure the response is a sustainable one.