WHY SOCIAL MEDIA COMPLAINTS COULD HURT YOUR CHANCES OF GETTING A REFUND
A consumer rights expert has warned that social media may be one of the worst places to try resolving a complaint with a company, arguing that customers are often undermining their own chances of success by turning disputes into public online battles.
Jane Hawkes, known as the “Queen of Customer Service”, says many consumers make the mistake of repeatedly posting complaints across social media platforms instead of creating a structured, evidence-based case directly with the company involved.
According to Hawkes, the rise of online outrage culture has changed how customers respond to poor service, but not necessarily in ways that improve outcomes.
Instead, she argues, the most effective complaints remain the most traditional ones: clear, factual, written communication backed by evidence and persistence.
Hawkes, who runs consumer advice platform Lady Janey, said social media complaints can easily disappear within high volumes of online activity while also exposing consumers to potential scams from fake customer service accounts.
“I’m passionate about excellent customer service and my 20 years’ experience from both sides of the counter means I know what works,” she said.
“If you’re unhappy with goods and services purchased then you have a right to make a complaint and in the UK there is legislation to help you get what you are entitled to.
“However, the key to success lies in your ability to do that effectively and my experience of working with some of the biggest companies in the UK means my tips can help you succeed.”
WHY SOCIAL MEDIA COMPLAINTS CAN BACKFIRE
Hawkes says emotional reactions and public online complaints often make disputes harder to resolve rather than easier.
“Keep emotion out of it,” she advises, arguing that companies respond more effectively to complaints that remain calm, factual and clearly structured.
She also warns consumers against repeatedly tagging businesses across social media channels, saying it can create confusion, clog communication channels and increase the risk of complaints being lost entirely.
“Any verbal complaint should be followed up in writing – but not on social media,” Hawkes said.
Instead, she recommends formal written complaints supported by receipts, timelines, email correspondence and photographic evidence where relevant. Detailed documentation, she says, significantly improves the chances of achieving a successful outcome.
THE IMPORTANCE OF EVIDENCE AND STRUCTURE
One of the most important steps, according to Hawkes, is presenting complaints in a concise and structured way.
She advises consumers to summarise disputes in bullet points and clearly outline the resolution they expect, alongside a reasonable timeframe for a response.
“If you outline the problem clearly and state what redress will be acceptable to you it offers a clear pathway for both parties,” she explained.
Hawkes also encourages consumers to familiarise themselves with legislation such as the Consumer Rights Act 2015, which requires goods to be fit for purpose, accurately described and of satisfactory quality. Services, meanwhile, must be delivered with reasonable care and skill.
“You don’t need to be an expert to assert your legal rights,” she said.
“Being aware of the legislation lets companies know that you have done your homework and won’t be fobbed off.”
ESCALATION, ADR AND PERSISTENCE
For disputes that remain unresolved, Hawkes recommends escalating complaints to senior executive level where appropriate.
“Contact details for CEOs of most major companies worldwide can easily be located online,” she noted, adding that executive complaint teams can sometimes resolve issues more effectively than standard customer service channels.
She also points consumers towards Alternative Dispute Resolution (ADR) services, including mediation and arbitration schemes designed to settle disputes without court action.
But ultimately, Hawkes believes persistence remains one of the most powerful tools consumers have.
“Companies rely on customers falling at the first hurdle with the first ‘no’,” she said.
“If you are entitled to a refund or redress for poor customer service then stand your ground.”
“Persistence beats resistance, if you are entitled to it, fight for it.”
As consumer disputes increasingly play out online, Hawkes’ advice points to a broader reality facing businesses and customers alike: while public platforms may amplify frustration, structured communication and evidence still remain the foundations of successful complaint resolution.
