The document discusses managing crises that occur online through social media. It describes an instance where a customer voiced a complaint on Twitter about WestJet, and how WestJet responded by communicating with the customer on Twitter and then moving the conversation to direct messages to gather details. It provides tips for companies on how to leverage social media to address customer complaints, such as always monitoring social media, responding immediately, providing constant updates, addressing individuals rather than providing general responses, offering compensation, viewing customer service as a marketing opportunity, and involving executives. It also notes that complaints are inevitable on social media but can be turned into opportunities to showcase problem solving and communication skills.

1. Managing Crises Online
Consumer & Company Perspectives
Mark Graham,
RIGHTSLEEVE.COM
Greg Hounslow,
WestJet

2. #ci4sm
@westjet
@rightsleeve

4. Mark chose to communicate via Twitter
so we responded to him on Twitter
We took conversation to DM to get
basic details
140 characters is rarely enough =>
email provides plenty of room
Twitter client (CoTweet) allowed us to
keep track of conversation between us
We sent updates via Twitter while team
looked into a solution
Internal process already established

5. Click image to see blog post

7. Customer Service Click image to see video response

9. Customer Service

11. Click image to see video

12. Consumer Advocacy
Leveraging your social capital
1. Social media is a great way to get attention
2. Social media vs traditional channels (mail, phone, email)
3. Be constructive vs destructive
4. Gain the support of fellow consumers (see point #3)
5. Close the loop once the issue has been addressed (your
followers will want to know the eventual outcome)

13. What to do when consumers lash out
1. Always be monitoring
2. Don’t hide
3. Respond immediately - “we’re listening, we are on it”
4. Constant updates (tweets, video, facebook page, blog)
5. Customer is always right
6. Address individuals vs providing general responses
7. Don’t be cheap (offer compensation)
8. Customer service = marketing opportunity
9. Executive involvement
10.Fabulous market research (opportunity for product
improvement)

14. Complaint or opportunity?
1. You can’t please everyone 100% of the time
2. Social media complaints are inevitable
3. A complaint is an opportunity to showcase your problem
solving and communication skills.
4. “For the most part, all it takes is a touch of humanity to turn
a disgruntled customer into an appreciative fan or follower.”
- Blogger Dany Levy, during Iceland ash cloud

15. @rightsleeve
facebook.com/rightsleeve

16. Greg Hounslow
Emerging Media Advisor
WestJet
ghounslow@westjet.com
facebook.com/westjet
youtube.com/westjet
@WestJet