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How to Turn Customer Complaints Into Winning Social Media Content

Authors: GiniRoberts Lindsey Hancock
Posted Under: Social Pros Podcast
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

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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