你不能回应抱怨，除非你知道他们的存在。此外，如果你的目的在于收集关于你的客户需求的商业信息，你需要知道他们在哪里、在说些什么。你需要主动扫描、搜索、密切注意和观察。

社交媒体平台都有搜索引擎，或者可以通过谷歌和必应等主要搜索引擎搜索。搜索是起点，无论你使用内部搜索系统还是第三方搜索引擎。这里有一些信息要搜索，以确定你需要或想通过社交媒体联系的人：

•贵公司名称，全称或尽可能缩略的版本。如果您的企业名称是国家商务系统，请尝试全名、首字母缩写（NBS）和各种单词组合（国家商务、国家系统）。

•你的产品品牌、座右铭。例如，如果你来自谷歌，你非常想搜索公司的座右铭“不作恶”，本田汽车则会搜索“市民牌汽车”。

•竞争者的产品，尤其连同你自己的产品。同样，本田可能会搜索“本田”“市民牌汽车”和“福特聚焦”（加上其他小汽车车型），看看人们对他们有关竞争对手产品的说法。

•You cannot control who reads complaints on most social media platforms.(www.daowen.com)

•The negative effect of complaints made in social media is much less,on average,than the effects of complaints and true"word of mouth"done among people who know each other.That's because people do consider the source of complaints and will trust their friends,families,and acquaintances outside of social media.

•A possible exception to the above is when a person is a media star or is otherwise highly recognizable person in the social media world-a person of great influence and credibility.

•Social media can't replace additional customer contact channels,so any other form of participation will increase costs.

•It's a mistake to believe that most people prefer to receive their information and customer service through social media.Surveys that suggest that are misleading.Considering that all choices and things are equal(similar to speed of resolution),people will usually pick the most personalized way to interact.Of course there may be customers who would still prefer social media contact,but don't as extravagant as advertising.

Now let's look at some specific situations.