In today’s social media driven world it seems like all companies are using social media and are trying to be the experts in the field. But as we all know creating a Facebook page or Twitter handle and frequently shouting about your brand is not likely to make you an expert in social media.
This post comes as a result of the Twitter storm that was sparked around Adele the night of the Grammys. This suggests that personalities work better than brands with online conversations often backfiring on brands and advertising often taking over true conversations. Instead, it is about being able to create content which users can discuss, share and recommend while also supporting customer service and experience.
There is no doubt that brands must embrace social media. The fast-changing landscape means that many companies remain confused about exactly why they are on social media sites – beyond the usual talk about building a fan base there are many ways that brands can interact with customers using social media including handling customer complaints, offering discounts and listening to online conversations.
There are only a small number of brands that are using social media to really connect and interact with customers. For example Dell, has a social media ‘listening command centre’ that identifies customer service issues along with brand evangelists. KLM also is using social media to improve customer service and gleam customer insights. They have a unique 24hr customer service platform on Facebook and Twitter, employees held up large poster with individual letters and created a living alphabet that was videoed and sent to customers to spell out customer questions. Unisys also has a social knowledge sharing platform for employees to network and share information.
Another great example of a brand excelling in their use of social media is American Steak house ‘Morton’s’, who identified that a social media guru tweeted about craving a @Mortons steak after a long flight. Morton Steak House acted quickly and used this as a media opportunity organising a number of employees to greet the influencer with a juicy steak at the arrivals gate. This highlights the importance of noticing a PR opportunity and acting fast.
Looking at these brands examples gives useful insights into why these companies are succeeding in social media.The small handful that really are using social media successfully are listening and communicating with their customers by two way communication that is not overly brand biased. Improving customer service is a key theme flowing through the above examples; customers who feel like they are listened too and understood are likely to be more loyal to the brand. Successful brands are talking to customers about what they actually care about.
Brands who demonstrate understanding, creativity and innovative thinking which moves them out of their comfort zones seems to be winning ingredient.