Social Media provides numerous possibilities for consumer to voice their complaints about organizations in public. While social network sites can damage the reputation of an organization quickly, effectively handling complaints also creates new opportunities for organizations to engage with their customers. This is a main difference to traditional complaints via email, letter or telephone. To address the research questions a qualitative-quantitative content analysis was applied on large

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... companies Facebook pages. Research subject were complaints on Facebook profiles. Results show that there are three important indicators on a company's Facebook site: doubts, giving reasons and providing solutions. In general, users were complaining about service or products. Fur-thermore the research showed that different companies handle complaints on their Fa-cebook profile differently. The most frequently applied response strategy is explaining the situation; also they used to ask for further information which is for complainants not trustworthy. Response strategies that foster and deepen trust are used less often. Besides, thanking complainants is appreciated and deepens trust.