If you ask a PR representative which customers they worry about, they’ll never say “the satisfied ones.” It’s the unhappy consumer that businesses center their efforts on. Social media can provide businesses with great marketing opportunities. However, by its very nature social platforms allow dissatisfied customers to express their opinions in very public way. When faced with an online complaint, companies to act quickly and appropriately before they lose control of the situation. There are a number of different ways a business can respond to these comments, but before doing so they need to remember that they are communicating with everyone with access to the social platform, not just one dissenter.