In the current mobile-centric and digitally focused market, a single unhappy customer can pose significant risks for a brand. Should a consumer's complaint gain traction on social media, and if the company's response is perceived as insufficient, what might appear to be a small issue could quickly escalate into a much larger problem—one that could severely impact the brand’s reputation and financial performance.

As soon as a brand’s leaders become aware that negative word-of-mouth about their company’s product or service is spreading quickly among online users, what are the best courses of action? Below, 15 members of Forbes Agency Council share expert insights into how a brand facing viral complaints can take an appropriate level of accountability, redeem its good name and regain consumer trust.

1. Take Swift Action to Transform It into a Case Study on Responsibility

When a negative buzz erupts, act fast. Acknowledge the issue publicly to show you’re listening, then address the root cause privately with the dissatisfied customer. Transparency is your ally—share steps you’re taking to resolve the issue and prevent recurrence. In business-to-government, credibility is everything; turning a complaint into a case study of accountability can strengthen, not tarnish, your reputation. - Col. Rafael Marrero, Rafael Marrero & Company

2. Be Aware of Mitigating AI-Driven Virality

Today, the risk of a dissatisfied customer’s complaint going viral is known and belongs to the owners of reputation management strategy. AI tools make the viral component more accessible, so more attention should be paid to counteracting their impact. Crisis communication best practices remain the same: immediate response, transparency and addressing the issue. - Oksana Matviichuk, OM Strategic Forecasting

3. Acknowledge Your Error and Take Responsibility

People love when brands are vulnerable and authentic in moments like this and will even come to your defense. Don’t let the C-suite issue a generic statement about “continually striving to meet the needs of our customers”—instead, use the same language as your customers and say you messed up. - Michael Chagala, Rank Harvest Digital Marketing

4. Demonstrate to Customers That You Appreciate Their Feedback

Publicly resolve the issue, but also use the moment to demonstrate how the feedback is driving long-term innovation. Share specific changes or new initiatives inspired by the complaint, showing customers you value their input and continuously strive for improvement. - Dmitrii Kustov, Regex SEO

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5. Adhere to the Principle of Reciprocity

The proper tone can go a long way toward easing bad feelings. 1. Show authentic appreciation for the customer’s feedback. 2. Admit that their input was helpful. 3. Focus on solving the person’s problem rather than just saving face. Authentic care always wins out. In other words, follow the Golden Rule: Treat the frustrated customer as you would want to be treated in a similar situation. - Scott Greggory, MadAveGroup

6. Keep Others Informed To Demonstrate Your Concern

Act fast by letting people know you’re aware of the issue and keeping an eye on how it’s spreading. Apologize if you messed up, explain how you’re fixing it and avoid being defensive. Talk directly to the unhappy customer to make things right, such as by offering a refund or replacement. Keep everyone updated to show you care and are solving the problem. People can forgive mistakes if you’re authentic. - Jason Hall, FiveChannels Marketing

7. Make Your Recognition Of The Problem Known

Reach out directly to the initial dissatisfied customer, if possible, but don’t leave it there— pretending nothing happened ensures most consumers will only remember the viral post. Publicize your acknowledgment of wrongdoing in a way that feels authentic to your brand and the scale of the misstep—and, if appropriate, a bit of self-deprecating humor often helps. - Evan Nison, NisonCo

8. Foresee Issues; Rapidly Pinpoint Underlying Causes

Many “incidents” become “crises” because leaders fail to anticipate a problem before it occurs. And when it does, the mechanisms are not in place for accurate data capture to assess the situation. A data leak, for example, isn’t identified for 10 days, and then a customer is worked up over it when it’s revealed. Yes, address the customer, but more importantly, identify why it took 10 days. - Dean Trevelino, Trevelino/Keller

9. Demonstrate Understanding; Highlight Steps to Address the Problem

When negative word-of-mouth spreads, act fast: Acknowledge the issue publicly, show empathy and outline steps to resolve it. Transparency and genuine care can turn a crisis into an opportunity to rebuild trust. Don’t delete criticism; address it head-on and engage directly with affected customers to demonstrate accountability and commitment to improvement. - Mary Ann O’Brien, OBI Creative

10. Embrace Responsibility, Be Truthful, and Take Initiative

Own it, plain and simple! Start by owning the mistake internally, aligning on a plan and ensuring one clear voice delivers the message. Acknowledge the mistake publicly, apologize genuinely and explain the fix. Don’t apologize just to win people over—do it because it’s the right thing to do. End by sharing how you’ll avoid the issue in the future. Honesty and action speak louder than damage control. - Austin Irabor, NETFLY

11. Address the Issue Directly with the Customer

The reality is that public responses rarely have the intended effect and are often the cause for additional criticism from those who see the response as inadequate. In many cases, direct engagement and real effort to remedy or otherwise make up for the problem will pay greater reputational dividends. - Thomas Faust, Stanton

12. Act Promptly and Openly

The best course of action is to respond swiftly and transparently. Acknowledge the issue publicly, apologize sincerely and outline steps to address it. Offer direct communication with the dissatisfied customer to resolve their concerns. Monitor ongoing feedback, use the incident to improve, and ensure consistent messaging across platforms to restore trust and credibility. - Jorge Castro, GROWTH MARKETING SWEDEN AB

13. Begin with Transparent Communication

Start with clear communication: Acknowledge the complaint and outline the steps you’re taking to fix it. Connect the dots by showing how feedback directly leads to action and let people see the changes you’re making. Share updates to build trust and keep the conversation transparent. Listen closely to your audience’s concerns and use their input to improve, showing you’re genuinely committed to growth. - Ajay Prasad, GMR Web Team

14. Embrace the Truth

In my 15 years of experience, truth is the best remedy. Respond promptly to negative word-of-mouth, take ownership and balance the narrative with transparency. Acknowledge poor service if applicable, outline solutions and pledge improvements. Accountability and a commitment to a resolution can rebuild trust and shift the conversation positively. - Jerry Kelly, Marketing 360®

15. Provide a Public and Direct Commentary on the Viral Video

Address the core issue publicly, directly, honestly and immediately, with no jargon whatsoever. A simple conversational comment on the original viral video that reads, “Wow, we messed up. I’m so sorry omg. Showing this to my boss & dming you RN—we’ll fix this” goes a very long way. Let users see that action is being taken by a real person, and then take it to DMs, email or a phone call. - Kelly Samuel, Snack Toronto