You can now read 5 articles in a month for free on Read as much as you want anywhere and anytime for just 99¢.


In social-media age, firms still have control over how they respond to unhappy patrons

THE GLOBE’S editorial on the kerfuffle between a customer and chef that played out on the Facebook page of the restaurant Pigalle concludes that in pre-social media days, the episode would have been handled more gracefully in person (“Avoiding pie fights on Facebook,” Dec. 4).

Although that may be true, yearning for those days amounts to bad business advice.

Continue reading below

We now live in the age of Facebook, where a different set of consumer behaviors is the rule. Business owners need to embrace these behaviors and not long for the days of pre-social media.

Before social media, business owners had the choice to respond graciously and respectfully to customer complaints. Whether a customer complains in person or on Facebook, it’s ultimately up to the business owner — who has the most at stake — to use the complaint as an opportunity to demonstrate how much they value their customers.

As the author of “Facebook Marketing for Dummies,” I often hear concerns that businesses have “lost control” of their brand in the face of public complaints like the rant on Pigalle’s Facebook page. But unhappy customers have always had ways to publicly vent their complaints. And business owners have always had control over how they respond.

John Haydon


Loading comments...
Want each day's news headlines delivered fresh to your
inbox every morning? Just connect with us
in one of the following ways:
Please enter a valid email will never post anything without asking.
Privacy Policy
Subscriber Log In

You have reached the limit of 5 free articles in a month

Stay informed with unlimited access to Boston’s trusted news source.

  • High-quality journalism from the region’s largest newsroom
  • Convenient access across all of your devices
  • Today’s Headlines daily newsletter
  • Subscriber-only access to exclusive offers, events, contests, eBooks, and more
  • Less than 25¢ a week
Marketing image of
Marketing image of