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Susan Payton is the President of Egg Marketing & Public Relations, an Internet marketing firm. She blogs at The Marketing Eggspert Blog. Follow her on Twitter @eggmarketing. Download her newest e-book, “Content is Queen: How Article & Blog Writing Will Increase Your Sales.“

Companies love positive feedback. They share it on Twitterclass="blippr-nobr">Twitter, post it on their website and use it as marketing fodder. But what about when feedback is, well, less than pleasant? What can you do with a handful (or more) of irate customers? Do you ignore them? Bury them out back? Not in today’s social atmosphere.

Rather than try to sweep these unhappy customers under the rug, look at them as a challenge and an opportunity to improve your brand and leverage them for some publicity.

Why You Want Angry Customers

Well, maybe you don’t want angry customers, but let’s be honest — you’ll never have 100 percent customer satisfaction. No one does. So use those unhappy customers to better understand what you’re doing wrong, and learn from the experience. And while you’re at it, turn the angry customers into brand evangelists.

There are several ways to connect with unhappy customers in a meaningful way:

• Hold a panel or forum in person; give them a tour of your facility and hold a venting session
• Work virtually; host an online panel to get feedback from them
• Work one-on-one to understand their concerns and address them individually

In-Person Events

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Dell recently held its first Customer Advisory Panel event at their headquarters in Round Rock, TX. They invited two groups of 15 bloggers and social media gurus. One group was full of people who had negative experiences with the company and who were vocal about their displeasure. The second group was made up of people that Dell considered brand evangelists; people who loved Dell and told others.

The attendees started the morning with their gripes; customer service issues came up again and again. The heads of customer service and marketing were present and actively engaged. As they listened, they took notes, then asked questions and they promised they would make changes.

That type of customer empowerment is important. Now, whether they’ll go through with the promised changes is another story, but it was clear that Dell understood it was time to start paying attention to the public’s perception of its brand, and make some changes to keep their customers.

Nestlé is another company that has been successful at holding an event to let people engage with its brand directly. After a resurgence in interest in the Nestle Boycott a few years ago, Nestlé decided to invite a group of bloggers to what it called its “Happy, Healthy Gathering” in 2009. Mommy bloggers, who’d been tweeting up a storm about the company’s stance on breastfeeding in third world countries, were invited to tour the facilities and give their input on the company.

Whether the event truly changed perceptions remains to be seen, but it did a great deal to show that Nestlé was putting in the effort to reach its audience.

Disclosure: I was one of the bloggers invited to participate Dell’s Customer Advisory Panel.

Virtual Panels

Virtual panels are decidedly less effective than in-person ones. But they can be good replacements for focus groups. Pssst is General Mills’ online testing ground for new products. The company sends participants coupons and free products to try, and in return they are asked to fill out surveys. The program is so successful that bloggers who write about saving money are gladly turning others onto joining Pssst.

Similarly, the Starbucks Passion Panel was designed to get customer feedback — for better or worse. The community of Starbucks drinkers gives their input via surveys and forums.

Passion Panel member Jennifer Boyd said, “Being on the Passion Panel means that I have access to direct input and discussion with other members. It enables me to give my opinion on Starbucks’ current and future products through surveys. The panel is a great way to engage with their loyal customers and solidifies a relationship with a consumer to a brand.”

Wal-Mart’s Elevenmoms platform is another example of how a mix of online community, shopper experience and in-person visits can work together to help the company gather new insights. John Andrews, former Senior Manager of Emerging Media for Wal-Mart and founder of the Elevenmoms, said the community succeeded in getting Wal-Mart’s attention in a few areas where it was lacking.

When the iPhone was launched in Wal-Mart stores, the Elevenmoms were invited to go through the purchase process. Some had no problems, but others did. It took one blogger two hours to buy a phone. Each blogger published her experience, and Wal-Mart took the feedback to its operations staff, who took notes and improved the purchase process.

“The Elevenmoms used direct social media interaction to improve the shopping process,” said Andrews.

Other feedback caused Wal-Mart to reconsider its layaway strategy. Having canceled the layaway plan due to costs, Wal-Mart got some flack from the Elevenmoms, who felt it made it easier to make big purchases. As a result, Wal-Mart developed its Site to Store platform, which provided the benefit of layaway online, so that local stores didn’t incur extra costs.

Disclosure: John Andrews now works with Collective Bias, a company with which I have collaborated on projects.

One-on-One

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Solving a customer’s problems and changing their perception individually is the least cost-effective method, but a little work goes a long way. And it starts with customer service personnel being properly trained to solve problems, and not to simply stick to “the script” at all costs. Look at Zappos or Disney for great examples of how service reps are empowered to solve problems.

Disney empowers each of its “cast members” (staff) to solve a guest’s problem. From the street sweeper to the reservation specialist, everyone has the ability to turn a negative situation into a good one. That might mean replacing a fallen ice cream cone, upgrading a guest’s hotel room, or simply answering politely the most commonly asked question on Disney property: what time is the three o’clock parade?

Disney is so good at customer service, they’ve opened the Disney Institute, a customer service training program helps other corporations use the same techniques that has made Disney such a success.

Likewise, Zappos is also famous for its customer service tactics. The reps don’t use scripts, and seem to genuinely care about solving problems. Many customers are pleasantly surprised when their shipping gets upgraded and they get their shoes even faster – at no additional charge.

By providing instant happiness to the customer, these brands can prevent a lot of the bad karma that comes down the road when an unhappy customer becomes an enraged customer who tells everyone he knows about how bad the company is (no one wants their own version of DellHell).

Conclusion

No matter how you interact with unhappy customers, the point is not to brush them off, and make sure you learn from it. Don’t just pretend to listen and then go on doing business as usual. Take the feedback as constructive criticism that can help you determine your company’s future. How you handle your failures could make you or break you.

More Business Resources from Mashable

- HOW TO: Evaluate Your Social Media Plan/> - Why Your Next Business Card May Be Virtual/> - HOW TO: Improve B2B Sales Productivity with Social Media/> - HOW TO: Use Social Media for Lead Generation/> - HOW TO: Use QR Codes for Small Business Marketing

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I’m Neil Glassman and my beats for Social Times include social media marketing and advertising tools, techniques and success stories. Sometimes my posts go off on a tangent, focusing on small business social media issues or research with broader implications.

How did I get the gig? Well, I certainly did not tell Nick O’Neill the whole story that follows.

I didn’t realize growing up that AM radio was one of the original social networks. It had Top 40 formats (mashups), DJ shout outs (tweets), contests to win logo T-shirts (badges) and exclusive clubs to which everyone belonged (Facebook groups).

I got into late night talk shows (blogs), which had an intimacy and affinity with listeners that radio has lost and web social networks have yet to fully discover. My parents didn’t think it was such a great idea for me to stay up late listening on school nights and took away my TV privileges for one night as punishment. That was the night of The Beatles’ first appearance on Ed Sullivan.

My luck with media improved over the years and I found myself marketing technology for media companies. My training was much like everyone else’s in the field: a box of Mad Magazine “best-of” books, learning how to touch-type and a brief career teaching emotionally disturbed junior high schoolers.

In the beginning, I worked with startups, turning underdogs into wonderdogs. Recently I’ve helped a few companies avoid a mid-life crisis. Whatever my responsibilities are for a particular company, my favorite part is finding ways to present a solution to the marketplace and having the marketplace react by saying, “Ah-Ha!”

Successful marketing means thinking outside the box while delivering campaigns inside the box. I leaped on the web-based and electronically delivered marketing platforms very early and with good success. When Nick put out a call for writers on marketing and advertising, I thought it was a cool opportunity and am grateful to have been chosen to contribute to Social Times. My posts are a great way to share my explorations of the potential of the social web, not just for marketers, but for the world’s cultures.

As marketers, our first priority is to develop campaigns that are effective. If we manage to leave a slogan, image or song in our collective unconscious in the process, that’s a great bonus. In my collaborations, I’ve had the chance to participate in some firsts — at least I think they were firsts. If you know something I don’t, teach me.

The first music video shown on TV that was shot and produced totally on video — no film conversion at any step. The Towel Tapes, February 1979.

Marketing the first hardware product to include mp3. Telos Zephyr, April 1993.

The first time the Internet ground to a halt because too many were trying to log in to a multimedia event. Streaming George Clinton concert audio to demonstrate Macromedia Shockwave, the precursor to Flash. November 1996.

On the personal front, I’m a New Yorker with a huge appetite for great songwriters and musicians of diverse genres. Tweet me and I’ll send you a link to my calendar of all the free concerts in town this summer.

Blogging works best when it’s participatory, so join in the conversation with the talented team on Social Times. Pitch me ideas for posts about using social media for marketing and advertising. Don’t forget to include how you are going to make the market say, “Ah-Ha!”

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The SmartScreen team just informed me that we’ve reached an amazing milestone – Internet Explorer 8 has blocked 1 billion attempts to download malware!

Socially engineering attacks like malware are a growing threat on the internet and are one of the most common risks to people’s safety online. We introduced malware protection in Internet Explorer 8 as part of the SmartScreen Filter and have talked about it on the Windows Experience Blog a couple of times over the last year.

Here are a couple of quick facts about Internet Explorer and malware as we hit this 1 billion blocks milestone:

• NSS Labs have recognized the Internet Explorer 8 SmartScreen Filter as a leader in protection against Socially Engineered Malware in their August 2009 and March 2010 reports which compared Internet Explorer 8 to Chrome, Firefox and others.


• Our malware block rates continue to improve because we continue to improve the SmartScreen service back-end. For example, in August 2009 we had blocked about 70 million attempts to download malware or about 18 million blocks per month. At the time, according to Net Applications, about 15% of the internet population used Internet Explorer 8. In the last two months, we’ve blocked 100 million attempts to download malware. Last month, according to Net Applications, nearly 26% of the internet population uses Internet Explorer 8. There are 1.7 times more users on Internet Explorer 8 than August 2009 but we’re blocking 5 times more malware month on month.

1 billion malware blocks is an amazing milestone and an example of two things. First socially engineered attacks like malware continue to be a real threat for users on the web. Second, to help keep you safe online your browser needs to continually enhance and improve its service. We have got better and better at blocking malware through the SmartScreen Filter because we have continued to invest in our back end service since we released IE8 in March 2009. It’s this investment that has kept us at the top of the socially engineering malware charts according to NSS Labs and has helped our customers stay safe online.

If you haven’t already upgraded to Internet Explorer 8, now would be a great time to do so at www.microsoft.com/ie . If you’ve already upgraded, you can check that SmartScreen Filter is enabled by going to the Safety Menu and clicking on SmartScreen Filter. If the menu gives you the option to “Turn Off SmartScreen Filter”, the SmartScreen Filter is switched on.

 

James Pratt, Senior Product Manager

Internet Explorer Business and Marketing Team

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Today we acknowledge and celebrate the revolution of media becoming social. A day that honors the technological and societal advancements that have allowed us to have a dialogue, to connect and to engage not only the creators of media, but perhaps more importantly, one another.

It’s a day to celebrate the changes in media that have empowered us to stay connected to information in real time, the tools that have enabled us to communicate from miles apart, and the platforms that have given a voice to the voiceless and victims of protest injustice. It’s a revolution worth celebrating. Today, we celebrate Social Media Day and we hope you’ll join us.

So how do you participate? Being social, of course. You can do this online by tracking the social updates in various ways as listed below, or you can make some connections offline by attending an event near you. There are more than 600+ meetups in 93 countries today with thousands of attendees. As far as we know, there is no official holiday dedicated to social media. We think it deserves a day of it’s own, and what better way to celebrate than to connect with your local social media community?

There are lot’s creative events planned from panels, to charity fundraisers and even sporting tournaments. Below is a message from our very own Pete Cashmore explaining the idea, reasons for and goals behind Social Media Day:

A Message From Mashable’s Founder and CEO Pete Cashmore

So what’s next? As Pete mentions, we want this to be a launching point for you to build a lasting relationship with your social media community by continuing to host Monthly Mashable Meetups using our Meetup Everywhere page, or more frequently if you think it works better for your community.

Perhaps today’s local meetup was a place for you to network, but now you can take it one step further by organizing panels, demos and more — or maybe you can just keep it simple with monthly social networking meetups. The point is, let’s keep this social community connected, online and off. And next year, watch for the second annual Social Media Day, as we hope to continue to build on this celebration. The next date of the meetups will be July 27th, class='blippr-nobr'>Mashable’sclass="blippr-nobr">Mashable 5th birthday. Stay tuned and stay social!

How To Participate in Social Media Day

• Meetup Everywhere Mashable: Sign up to attend an event on the Meetup Everywhere Mashable.
• Watch the live streams worldwide: We’ll be updating throughout the day.
• Tweet: Use the #smday hashtag on class='blippr-nobr'>Twitterclass="blippr-nobr">Twitter. With so many participating, we should be a trending topic on Twitter on June 30. Also, we’ll soon be announcing a prize for those that tweet or post to class='blippr-nobr'>Facebookclass="blippr-nobr">Facebook.
• Add the Social Media Day Twitter theme from TweetyGotBack to your account in support of the day.
• Follow @mashSMday: Follow @mashSMday on Twitter for updates and developments on the celebration.
• Comment via Facebook: Go to Smday.com and leave a comment either promoting your meetup or tell us what you’re doing for your event.
• Upload to class='blippr-nobr'>Flickrclass="blippr-nobr">Flickr: Upload photos to Flickr and tag them with #smday.

Winner of Sony Dash Giveaway

Last week we announced a Sony Dash giveaway that would be awarded to an attendee of a Social Media Day meetup in the U.S. and had fanned us on Facebook. The winner is Heather Spring, an Internet Marketing Manager at Accenture in Chicago, and is attending the Wheaton, Illinois meetup today with a crowd of about 40. Spring, who prior to entering the web world worked as a nuclear engineer, heard about the local meetup through the Mashable e-mail newsletter. She thinks meetups are a great way to socialize in real life with other social media professionals.

“Hopefully we can have conversations longer than 140-character tweets,” Spring said. Why is social media day worth celebrating? She said because “social media has become such a force that allows anyone to be heard – no matter where they are or who they are or what they have to say. And there’s always someone willing to listen.” Congrats to Heather on the prize!

Top 10 Meetups (Based on Attendance)

1. New York, NY/> 2. Sao Paulo, Brazil/> 3. Barcelona, Spain/> 4. Santa Ana, CA/> 5. Antwerp, Belgium/> 6. Buenos Aires, Argentina/> 7. Atlanta, GA/> 8. Boston, MA/> 9. Philadelphia, PA/> 9. Chicago, IL/> 10. San Francisco, CA

Social Media Day Tweets

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See the Closest Meetup to Your City

We’d also love to hear what you’re doing for Social Media Day in the comments below or in the Facebook comments section on Smday.com.

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Apparently email is dead. That is what Facebook’s COO Sheryl Sandberg claimed at the Nielsen Consumer 360 conference last week and what we wrote a brief report about earlier this week.

In her own words,

“In consumer technology, if you want to know what people like us will do tomorrow, you look at what teenagers are doing today, and the latest figures say that only 11% of teenagers email daily. So email –I can’t imagine life without it– is probably going away. So what do teenagers do? They SMS and increasingly they use social networking.”

It’s fun to read –the death of email is announced every couple of years–, but it’s even funnier when you consider that one cannot create a facebook account without an email account… Also many Facebook users like me rely on email for Facebook notifications, for instance when a friend posts new pictures on his wall.

More seriously, the whole argument is flawed. First of all, this 11% number is taken out of context. The original “Teens and Mobile Phones” report from Pew Internet clearly states that it is “the % of teens who contact their friends daily by different methods”. So that 11% figure doesn’t say anything about email usage outside of the friend and family circle.  Indeed the same report states that “Fully 41% of all teens say that they never use email when communicating with their peers outside of school. While not used often for informal peer interactions, email is used in more formal situations such as in school and by parents and other adults”.

Teens and younger people use SMS and social media way more than their parents, not because they reject email, but because they communicate mostly with their immediate network of friends and family. Once they get a job or when they start to interact with the business world, chances are that email will be one of the tools they use daily, like most of their parents. Claiming that email is dead because young people don’t use it is as fallacious as saying that suit and tie is dead because hardly any teen fashion them.

Facebook COO’s statement only reflects the company’s attempt to dismiss other communication means. It is in the same vein of Facebook CEO Mark Zuckerberg saying about Twitter that “, as good as I think they are, I think I personally just paid too much attention to it”.  It’s all about keeping its audience captive within the Facebook site. It is all about making advertiser believe that Facebook is the next one-stop web experience –and some buy it. Indeed it is much easier to target consumer via social networks than via email –getting that email address is difficult, and advertising via email is considered spamming. Facebook’s 400 million members is the perfect recipe for targeted marketing and advertisement, and this is why Facebook would like you to ditch email entirely. Sorry but email is not going away, if only because it is still the preferred way of communication in the job, business, and formal world.

Interested in more social media news and discussion? Join TNW Social Media on Facebook and Twitter, or grab our RSS feed here.

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We may not have written the book on online community management, but we wrote a report on it! And as we noted in that report, The ReadWriteWeb Guide to Online Community Management, "the job is part customer service, part marketing, part public relations, and part Web savvy."

We are looking for someone who is an active user of social media tools (Facebook, Twitter, Digg and StumbleUpon to name just some of the ones important to our site). We're also looking for someone with experience managing online communities, strong writing skills and an analytical mind set. This may suit someone with an online marketing or PR background. But we're open-minded about that, as we're mostly interested in your current use of social media.

This job is a great opportunity to work at the cutting edge of social media. So if you'd like to be a part of one of the leading technology blogs on the Internet, email richard AT readwriteweb.com with the words "Community Manager" in your subject line. If you know someone who may be a good fit for this position, please send them our way.

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