Why You Actually Need to PARTICIPATE in Social Media
If you’re going to participate in social media, here are two (seemingly obvious) tips:
- Actually participate
- Be social
Social media is more than a buzzword.
It is a new way of operating, both personally and professionally, and offers great potential for growth in both areas. However, before you decide to “jump on the social media bandwagon,” there is something pretty serious to consider before you get started: Social media is built around community.
Just like any other community, in order for it to work for you, you have to work for it. You have to make a commitment of your time and efforts to actually be present, listen to others and become a part of the community, and engage with fellow community members. Just like nobody likes the person at a gathering that only talks about him- or herself, nobody likes the person that only uses social media to spread his or her own message and doesn’t even bother listening to others.
Image courtsey of paloaltosoftware.
Over the past few months, I’ve tried to engage with several brands online, because they had a social presence and I wanted to do business with them. As a person who is almost always online but hates talking on the phone, if I’m offered an opportunity to do business online, I’ll take it. I feel that customer service in particular has a huge opportunity for improvement through social media, but many companies just don’t quite get it. Out of four potential engagements, only one managed to win my business and loyalty.
Note: I am not sharing the names of the companies that did it wrong (#1-3), in hopes that they are still learning, see articles like this and shape up. But I am giving props to the company that did it right (#4).
Company 1: Cable Company with Online Chat
When trying to get cable installation, I noticed that the company offered a chat function on their Website, so that I could instant message a representative with questions. I avoid phone calls whenever possible, specifically with customer service departments, so I loved that they offered this option. Imagine my disappointment when, instead of actually interacting with someone, I was fed canned responses to all of my questions.
I am 98% positive that these customer service reps are trained to respond to questions by sifting through a list of pre-determined answers, rather than actually answering the questions naturally. I didn’t get the answers I was looking for, and ended up having to call.
(I must admit that I still purchased from this company, but only because they have a monopoly in the Cleveland market and Browns season is coming up.)
Company 2: National Online Retailer on Twitter
This is a company that I love, and have purchased from several times in the past because they sell crazy, geeky things that are difficult or impossible to find elsewhere. They’re on Twitter, so when I was interested in purchasing a particular product but wasn’t sure if I’d get it in the timeframe I needed, I sent them an @ question (couldn’t DM because they don’t follow me back) to find out average shipping time. No response. I did not end up purchasing the product.
Company 3: Local Retailer on Twitter
This one was a huge disappointment, because I feel like this company does a fairly good job on Twitter, promoting themselves but also supporting others in the community. I couldn’t find store hours on their Website, so I sent an @ message to ask (couldn’t DM because they don’t follow me back), because I wanted to get a birthday gift for a friend. I didn’t get a response, and ended up going to a different local store, likely considered a competitor, because I knew that they were open late enough to fit my schedule.
Company 4: Local Grocery Store on Twitter
Props to a local grocery store, Heinen’s (@heinens on Twitter), who quickly responded on Twitter when I DM’d a question about which of its stores is most conveniently accessible for downtown residents. (As most Clevelanders probably know, closer does not always equal easiest to get to.) In less than an hour, @heinens responded with not only a recommendation, but also a link to a Google map giving me a route to the store from downtown. So completely helpful. This just happened this morning. Guess where I’m doing my shopping tonight?
Lesson: You can’t half-ass social media.
Either you’re in, or you’re out. Having a presence and not following through when someone needs you will only upset the people you are supposedly trying to connect with (aka, your current and potential customers).
However, by being there for your customers and prospects, and providing them with the help and information they seek, you can win their business and loyalty.
What have been your experiences with customer service in social media? Please share any standout examples — the good, the bad and the ugly — by leaving a comment.
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