Many people will be able to relate to this situation in one way or another: a broken or missing suitcase, items that arrive broken or simply a delayed flight. Dave Caroll's video plays on this and spread like wildfire online. United Airlines of course called Caroll to solve this in a decent way. But that's not the point. It's all about the video that United Airlines has been bothered by for weeks, if not months.
Fortunately, webcare is not just damage control . We can use it to repair complaints and build a good relationship. There have been several studies on how to turn the well-known 'trolls' (very negative customers) into long- bahamas mobile phone number list term ambassadors. A model that you can apply to this is the Service Recovery Framework (pdf) by Janis L. Miller, CW Craighead & KR Karwan (1999).
But there is more. Nowadays, funny or witty responses from companies to complaints or questions also go online. This was of course already the case with funny hooks, but witty responses can be added to the list. By seeking interaction with customers in a fun way, you can even bring about much more (positive) than just good webcare or a Facebook post. A nice example is the response from KLM. KLM responded very wittily to a response from a consumer. The response probably sounds familiar to you, because it was often shared on social media.