Dave Toliver, director of Corporate Marketing at Angel, a vendor of cloud-based customer experience and IVR products, notes “bad news and good news about the way consumers interact with brands on social media.”

The bad news you can probably guess -- it sure doesn’t take long for word to get around. And since people are far more likely to complain than to note that a company met expectations, what burns around a dissatisfied customer’s social networks is detrimental to your brand.

The good news, according to Toliver, is that good news can travel just as fast. Do you pass on praises or warnings about brands to your friend circles? Nevertheless, Toliver offers seven ways to “create a social media experience that can turn a dissatisfied customer into a raving fan.”

Give your customers a place to talk. If you’re afraid to set up a Facebook (News - Alert) page, ask yourself why. Afraid of negative comments? Great. Do you want them doing that somewhere else -- like on their own Facebook pages? No, you want them complaining on your Facebook page, since that way a) you know what’s being said, b) you can correct it, and c) you can reach out and win that customer back. And that will make waves in their social networks.

Integrate social media into your customer service. “Neglecting your social media properties when they’re full of customer complaints is suicide for your brand,” Toliver writes adding that it’s actually worse, “because the whole Internet can see your negligence.” If you’re going to open up the floor for complaints, have a plan to handle them.

Activate your existing customer base. Most brands have more customers than they do Facebook fans and Twitter (News - Alert) followers, so try things like running a contest or promotion on Facebook and “then include that promotion on your product’s packaging, in your next e-mail, and in any touch point you have with your customers,” Toliver says.

Be proactive. Interact with customers who are talking about your brand.

Reward influencers. This might take a bit of effort but it will be worth it. Find the social media influencers for your audience, Toliver advises, “and give them extras. This could be as simple as giving them advance notice of a special promotion, or complex as giving them a free trip and tour of your facilities.” He gives the example of Musselman’s hosting eight influential bloggers for a pampered tour of their facilities.

Create compelling content. Don’t expect someone to keep coming back to see the same old tired stuff. Provide relevant, useful content -- “if you’re a movie producer, post behind-the-scenes photos, and if you’re a bank, write money saving tips,” Toliver writes.

Stand out from the crowd. Simple -- be creative. What’s a really cool thing your customers probably wouldn’t expect?