Your customers are OUTRAGED. Would you use social media to address their issues or refrain from using it?

Successful outrage or "crisis management" has to depend on a number of evidence-based findings the most important of which is to arrive at a dispassionate analysis on the customers' reasons for outrage. The next step is to have solid info on media consumption habiits, demographics, psychographics and do a complete communication strategy on outrage management. Social media, unlike a company's programmed and directed response, is completely free and could be disruuptive at times.

Yes even with your best efforts sometimes customers could be outraged. Computer manufacturing cos generally offer a1 year factory warranty. What happens when a computer breaks down after1 year . Is a computer made to last only1year the customer would ask. Some cos have volentary user support  sites which provide chat support to the customer. This  would be much more cost effective but desist customers from venting their anger in the social media.