Jardel Appelt, Head of Social Media, Brandsclub

Most companies are acutely aware of the need to rapidly address publicly posted complaints on Facebook, Twitter and other social media channels.

Brandsclub, a Brazilian online retailer of luxury goods, selected tools and developed a workflow that best fits the needs of its customers and internal resources.

I spoke with Jardel Appelt, Head of Social Media, about Brandsclub’s technique: Automated detection and assignment to dedicated customer services representatives when content surfaces containing specific keywords, plus manual assessment of the balance of the “social media chaos.”

Also discussed are topics ranging from customer response to company apologies and troll control.

How does your company manage complaints delivered on social media? Have you found it more difficult to develop policies for customer interaction or internal operations? With so many available, how did you select the tools to assist you in the resolution of social media posted complaints?

more on Social Media Customer SErvice

Customer Service Beyond 140 Characters

When should customer service reps take the conversation private, how can customer resistance to moving the issue be addressed and what are the best practices for making this technique work?

this convo is sponsored by

Convo at the PowWow is presented by Social Media Today, offering the Web’s best thinkers on business and public policy. Social Media Today is a rapidly-growing community of blogs, webinars, e-books, moderated Tweet chats and other digital content. The community currently includes more than 1,800 bloggers and 100,000 registered members, attracting about 700,000 monthly visits.

Vitrue, an original Facebook Preferred Developer Consultant, is the leading social marketing platform facilitating relationships between brands and their fans across multiple social networks via its software-as-a-service solutions. Social marketers and agencies world-wide use Vitrue’s Social Relationship Management (SRM) platform and its Publisher, Tabs, Shop and Analytics products.

Brandwatch is one of the world’s leading social media monitoring and analysis tools, with offices in the UK, US, Germany and Brazil. Global brands and agencies use our tool to cut through the noise on the social web and find the conversation that matters, empowering decisions that improve their business.

Production assistance by Craig Klein of Modern Voice. Music by Glenn Phillips.