Researchers announced that consumers who kvetch using social media are more likely than others to also spread positive word of mouth online.
It’s not just about putting out the Twitter fires. Solve their problem, make them happy, and they may go on to sing your praises.
This is not to say that you should capitulate to all whiners. But if you can solve their issue with a reasonable effort, it could pay dividends, because, online, customer service is also marketing.
Customers vent fury on Facebook before complaining to a company, research reveals [The Retail Bulletin]