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

letters

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

Cambridge

Loading comments...
Subscriber Log In

We hope you've enjoyed your 5 free articles'

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 BostonGlobe.com
Marketing image of BostonGlobe.com
Already a subscriber?
Your city. Your stories. Your Globe.
Yours FREE for two weeks.
Enjoy free unlimited access to Globe.com for the next two weeks.
Limited time only - No credit card required!
BostonGlobe.com complimentary digital access has been provided to you, without a subscription, for free starting today and ending in 14 days. After the free trial period, your free BostonGlobe.com digital access will stop immediately unless you sign up for BostonGlobe.com digital subscription. Current print and digital subscribers are not eligible for the free trial.
Thanks & Welcome to Globe.com
You now have unlimited access for the next two weeks.
BostonGlobe.com complimentary digital access has been provided to you, without a subscription, for free starting today and ending in 14 days. After the free trial period, your free BostonGlobe.com digital access will stop immediately unless you sign up for BostonGlobe.com digital subscription. Current print and digital subscribers are not eligible for the free trial.