Managers need to be proactive in dealing with digital unrest as well as the regular disgruntled customer, as social media increasingly impacts on a brand's reputation according to recent findings published by Monash University.

 

The proliferation of avenues to vent dissatisfaction means that managers have to be quick in dealing with disgruntled customers, before it tips the balance point and enters any number of social media outlets.

 

The study, by researchers from Monash University and Rutgers University, suggests that problems grow based on the amount of time it takes for companies to respond to negative comments, videos or blog posts.

 

Monash University researcher Associate Professor Yelena Tsarenko from the Department of Marketing said while social media can be positive experience for a majority of the time for companies, it can quickly be turned against them when angry customers use it to vent their frustrations toward a company.



“This was definitely the case with Australia's inaugural Click Frenzy event recently that did not go to plan when the online site went into meltdown and was inaccessible for several hours and angry consumers hit all the social media channels to show their frustration,” Associate Professor Tsarenko said.


"When customers can vent their frustrations directly to employees of the firm, the channel of communication between the service provider and consumer becomes much stronger, allowing for a more open conversation where both parties can create and mutually agree upon possible solutions."