MARKETING EXPOSED

Whether it’s a blog which is freely open to comments, or a Facebook fan page where the marketplace at large has open opportunities to post thoughts, one of the inherent fears of embracing social media is that people might post negative things about your business.  And that other people would then see those negatives.  Guess what?  Social media didn’t invent or encourage criticism.  It just made it far easier to be communicated.

Wouldn’t it be better to invite opinions and comments – as well as complaints - and then deal with them directly and openly rather than trying to stay hidden hoping that people might not be heard?  An even stronger outcome of this approach is that you attach a face – a human being – to your company’s identity.  That is quite connective to the community you serve and becomes a powerfully sticky extension to a logo or a brand name.  But only if you’re open, real, and human.  Read: transparent.

But social media in and of itself isn’t the cure all.  Thinking that if you at least have a Facebook page, or a blog, or a Twitter account that you’ll suddenly appear hip and connected is false thinking. It requires a regular investment of time.  Whether that’s you as owner/manager or a particularly passionate member of your staff, utilizing social media to its full extent means actively and openly responding and keeping the content fresh. 

Do you know the phenomenal success story of Comcast Cares via Twitter?  In early 2008 a Comcast manager named Frank Eliason decided to set up a Twitter account and utilize it to engage with upset customers in real (fast) time and in completely open view of the Twitter world.  What has transpired since then has been nothing short of sensational as these transparent, passionate and direct responses to angry customer complaints have taken a company with a historically horrific record of customer service and turned it into a darling.

Frank Eliason

With Frank’s diligence, along with some staff assistants, use of this service has grown at staggering proportions.  Within a few months he had 3,500 followers and over 10,000 updates.  By the end of the year he was at nearly 6,000 followers with over 20,000 updates.  If you check his Twitter account today (as of this posting) he has over 19,000 followers and over 30,000 Tweeted updates.

And if you take a little time to peek back through the stream of posts you’ll soon witness how quickly anger is diffused when a customer is dealt with swiftly, openly, and with gracious intent. 

This large scale success required two things: 1) a willingness by the company to allow the transparency of the approach; and 2) the right person behind it. 

If you’re a reader on this blog then the likelihood is that you are in a very small business environment.  Which means you aren’t dealing with a national reputation for poor service.  What can be learned though is the value of the courage to shed that protective nature and put yourself – your business – socially out into the community.  Be willing to transparently ask for suggestions or seek collaborative efforts when you can.  Be willing to openly admit your mistakes and how you’ve made corrections, or are working toward correcting, those issues.  In general, be socially active with the community at large – without just obviously trying to sell your wares. 

It creates a sense of respect and trust.  And ironically, sometimes the person who originally lodged the angry complaint – hoping to stir up trouble as revenge – might actually be turned into a “customer evangalist” on your behalf because of your open willingness and swift action.  And when this is done openly via social media resources, others take note!

There’s a story similarly famous in customer service going “worst to first” due to the eventual proactive use of social media regarding Dell.  It forms the initial basis of Jeff Jarvis’s landmark book “What Would Google Do?” - a book that is essentially a bible to understanding how the culture of business is dramatically changing and how, as a business owner/manager, you need to be aware of, and ready to embrace this change.  I would highly recommend you read it.

So, are you ready and willing to be transparent?  Do you have any early similar success stories to share?

- Steve

Transparency photo credit:  Gustavo Boaventura

Frank Eliason photo credit: shelisrael1