Module 12 Discussion: How to Keep Complaints from Spreading A Please read the HBR article "How to Keep Complaints from Spreading" - article link found in lecture PPT. The article notes that consumers complain on social media when dissatisfied and there are key things brands can do. The first takeaway: Companies should respond to negative posts, and fast. "The worst thing you can do is ignore the customer." Herhausen says; doing so increases the odds that others will jump in to support the complaint. Most of the posts in the study (70%) garnered at least one organizational reply. The responses fell into five main categories: Firms suggested moving the conversation to a private channel (61%), apologized (53%), provided an explanation (8%), expressed empathy (6%), and offered compensation (3%). Have you ever complained about a company, brand, or experience with a retailer/restaurant on social media? If possible, give some background about the event, and explain what you complained about. How did the receiver of your complaint react? Did they take the conversation offline? Apologize? offer a refund? Were you satisfied? If you worked for a brand/company that received a consumer complaint on social media, what would you do