First Response Matters: The Impact of First Public Response to Social Media Complaints on Observers’ Brand Attitude

Summary

This research paper examines how a brand’s first public reply to a social media complaint shapes observers’ attitudes toward the brand. Drawing on signalling theory, the authors compare two first-response strategies: privately-oriented (asking to take the conversation offline or into direct messages) and publicly-oriented (addressing the complaint openly on the platform). Across four experiments, they find that a publicly-oriented first response signals stronger commitment to resolution and improves observers’ brand attitudes. However, this positive signal weakens if the public response follows an initial private-first reply, or when the complaint directly tags the brand (using “@”). The study provides clear implications for brands managing visible complaints on social media.

Key Points

A publicly-oriented first response (replying openly) signals stronger commitment to resolving complaints and generally improves observers’ brand attitudes.
If a brand initially asks to move the conversation to private channels, a later public reply is less effective — the first move sets the tone.
The positive effect of a public first reply is reduced when the complainant explicitly tags the brand (e.g., @brand), perhaps because the public nature of the complaint already signals urgency or expectation.
Findings are supported by four experimental studies across different contexts, lending robustness to the conclusions.
Practical takeaway: for visible complaints, reply publicly first to signal commitment; reserve private follow-up for resolution but avoid starting private if you want to influence bystanders positively.

Context and Relevance

This paper sits at the intersection of social media management, service recovery and signalling theory. It updates best-practice guidance for webcare teams by emphasising timing and channel choice: not all responses are equal in the eyes of observers. With brands increasingly judged by how they handle public complaints, the findings are directly relevant to social media managers, customer service leads and marketing strategists seeking to protect brand reputation and influence silent bystanders.

Author style — Punchy: This is a crisp, evidence-backed study that turns a common-sense rule into a tested strategy. If your team cares about reputation, the detail matters: the first reply really does set perceptions.

Why should I read this?

Quick version: if you run social media or customer service, reading this will save you face (and probably sales). The authors show that the very first public reaction shapes what everyone else thinks — so don’t DM first if you want bystanders to trust you. It’s short, actionable and worth a quick skim before you draft your next complaint reply.