"When dealing with a complaint or crisis, one surefire way to avoid the jargon is to put a face on it — literally. “We advise our clients that when they’re responding on a place like Twitter, instead of using the corporate account with the company logo, have someone from customer service reply with their actual face on there,” said Jonathan Bellinger, VP-social media strategy at Ketchum. “It makes the response more heartfelt and sincere, and there’s a natural human restraint that comes into place when they see a face."
