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How to Turn Customer Complaints Into Winning Social Media Content

Authors: Ray Buckner Lindsey Hancock
Posted Under: Social Pros Podcast
Hosted By
Ray Buckner

Anna Hrach

Convince & Convert
Ray Buckner

Daniel Lemin

Convince & Convert
Ray Buckner

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

Thank you to our sponsor ICUC Social.

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Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Lindsey Hancock, Owner of Brand Vixen, joins the Social Pros Podcast to discuss her time at Big Ass Fans, turning customer complaints into positive support.

"I don't want to take over anyone's social without doing a strategy first. If you don't have a foundation, there's no way for you to succeed." -Lindsey Hancock, Brand Vixen

From Customer Complaints to Support

Customer service is an often-discussed side of social media, but when it comes to customer complaints, the strategy is often to move them out of the social spotlight to deal with them privately.
During her time with Big Ass Fans, however, Lindsey Hancock decided to flip the script and put some of their customer complaints front and center, giving supporters a chance to show their love! It was a gutsy move that paid off. Lindsey says her “hate mail” campaign brought massive engagement and flooded Big Ass Fans’ social feeds with support from happy customers.
This certainly isn’t a good strategy for every kind of customer complaint, but depending on the nature of the concern and the tone of the conversation, it may just benefit your business to keep your customer service in the spotlight!

In This Episode

  • 05:48 – Why Big Ass Fans decided to change their name after listening to their customers.
  • 07:39 – How to build fun and interesting content around a seemingly boring product.
  • 12:51 – How Lindsey blends her personal and professional sides for a successful promotional presence.
  • 14:52 – How to approach a new client relationship.
  • 16:33 – How Big Ass Fans turns criticism into positive engagement.
  • 25:32 – Why taking on freelance work can enhance creativity.

Quotes From This Episode

“I had to have a social presence because I’m not going to trust someone to do my social if they can’t do their own.” — @thebrandvixen
If you have a fun, playful brand and you're posting interesting content, no one with actual customer service concerns wants to hear a canned response. Click To Tweet
“Develop a rapport with your clients on the executive level. You don’t want to end up being just a pair of hands that’s typing. That’s a waste of your time and theirs.” — @thebrandvixen


See you next week!

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