It used to be that when someone didn't like your product or service they would complain to three people.  Now if someone doesn't like your product, service, or the way they were treated they are telling the entire Twitterverse, posting it on their blog, and commenting on your site.  If they're super difficult they are even going to sites that rate you as either 'Rocks' or 'Sucks' and making it their mission to see that all prospects know of your mistake or misstep.

Hey, we all make mistakes and in all honesty if the complainer takes it too far, they are only going to succeed in making themselves look insane.  For those who are legitimately disgruntled follow these steps for damage control and turn them into an advocate for you.

Listening is the first Step: If you aren't out on the appropriate social media sites or scanning the web you aren't hearing half the things (positive or negative) being said about you.  Set up a Google Alert for your name, your company's name, and any other stakeholders you should be scanning for such as product names and your executives.  Do a search on Twitter and Technorati for comments or blog posts you should respond to.

Calm Down: Feel free to scream, swear, gesture, and demean your laptop verbally but when you sit down to respond to this person or group leave all of that behind.  Remember when we used to say "the customer is always right", no? Well act like they are.  Be sure to validate that you understand what they are going through and apologize for the inconvenience assure them that you are looking into it and will get back to them as soon as possible.

Fix the Problem: If you're not the person to fix it, find that person but until you know it is resolved do not "hand it over".  Think about it, this person has your name and possibly more fuel to the fire if you've acknowledged that you know there's a problem and then never get back to them.

Follow-up: When you know it's been resolved, get back to the person and make sure they are satisfied.  Most important, whatever site/blog/platform they were complaining on, go out and make sure everyone knows it's been resolved.  The ultimate goal is to get the complainer to go out and say how great you and your company are and how well things were handled but at the very least you need to show that you were responsive.

Keep in mind there are indeed some people out there who are miserable or insane.  None of us of course but there are some out there.  If you've done everything you can to fix the problem and you feel they are being unreasonable you have every right to walk away.  Be sure to cover your tracks and document everything you've done publicly.

I'd love to hear other suggestions and of course some gory details of similar situations!