Facebook has been a fast-growing social networking sites among these years and the number of users has been over one billion since it was founded in 2004. In average, one in seven people in earth uses Facebook to interact with others. After the new function called “Fan Page” was launched in 2007, more and more enterprise began to use it to gain their brand awareness. The study focuses on the efficiency of how companies handle customer complaints when they post any negative comments about service failures on the companies’ official fan pages. In addition, the study tries to identify the reasons which may influence processing efficiency. In this study, we select 110 foreign enterprises and 40 domestic enterprises based on Fortune magazine and Commonwealth Magazine 2012 1000 companies ranking respectively, and then collect relevant information in every fan page. This study uses data envelopment analysis, Tobit regression and path analysis. The results showed that there are significant differences in the efficiency of domestic and foreign enterprises operating Facebook dealing with customer complaints and no significant difference inefficiency of different industries dealing with customer complaints. Variable of the company can be found that set up a number of years and the number of employees a significant impact on the efficiency of companies deal with customer complaints. The path analysis showed that: the number of employees on revenue, number of fans on the discussion, the number of customer complaints on the number of processing, the number of customer complaints on the reaction rate and the number of processing on the reaction rate are significant causal relationship.
