The argument goes like this:
- Avoid chatting in public about the problem. People will only remember “Oh, there was a fight / argument between the brand and the customer”.
- People will not remember who won the fight. It’s irrelevant who wins the fight.
- On the other hand, do try and give a basic solution online. Something like “Sure, we’ll solve this problem by … I suggest we continue the discussion via …”.
- As a side note, it’s usually great if you handle the situation yourself. Avoid having other people talk about your brand online.
Note: Also see the Yahoo! Group on which I present similar issues: IMRo. To join, email firstname.lastname@example.org and reply to the confirmation email.