A major bank has recognised the issue and set up its own war room in a bid to identify and deal with criticism before it goes too far on social media.
Banks are no strangers to copping criticism, and though they may be profit rich, they're certainly public-perception poor: viewed by their customers as big companies driven by greed and not customer service.
Now NAB has decided to launch a 'social media bunker' in an attempt to improve its reputation and win back customers.More stories from Today Tonight
"If somebody has an issue or complaint we're able to grab it, intercept it and turn them from unfavourable to favourable," Sam Plowman from NAB explained.
Seven days a week up to seven social media experts man the centre, monitoring you on Facebook, Twitter and blogs, to see everything you're saying about their brand online.
Sam Mutimer teaches businesses how to use social media to their advantage and knows its power and influence.
"Everyone has a voice and that voice can travel to a large audience in a short space of time," Mutimer said.
"Brands need to be aware about what people are saying these days and it shows that they are taking it to the next level and acknowledging their customers."
And that's something NAB has its sights set on.
No longer satisfied with having a chat around the water cooler, unhappy Australians are reaching a much bigger audience by venting online.
Website Rage.com puts those rants on display, ranking companies according to their feedback on social media.
The highest rated bank on the site is ING, the lowest is Citibank. Westpack ranks in fourth place, Commonwealth in sixth, NAB seventh and ANZ eighth.
This reporter is on Twitter at @tinekae
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