It can be tough to respond to customer complaints. That’s as true for the 16-year-old movie theater employee who has to explain that the popcorn machine is broken (I’ve been there) as it is for the social media manager who’s fielding reports from customers thousands of miles away. In the moment you receive a complaint, the first instinct is to just get the issue resolved quickly. But keep in mind that you can do more than just response management. Take the opportunity to do response marketing, too.