guest post by Maria Ogneva, aka the Goode Maria
Last Sunday night, I went shopping for two airline tickets to Russia. After I found my desired flight, I was all ready to check out. I input my credit card, and was one happy camper until… my card got rejected. What?? It certainly wasn’t my credit limit or the price of the ticket. “Ah, it must be because it shows up as a foreign vendor, and Bank of America (my card company) just wants to make sure that I am cool with this transaction,” I thought. After receiving horrendous customer service online and via phone, and unable to unlock my account, I ended up losing my airfare deal. Within 30 minutes, the price went up, as is often the case, and 3 hours later I still couldn’t get BofA to unlock my account.
Why am I telling this story and why should you care? While all of this was going on, I tried to find BofA on Twitter, but wasn’t successful. So I sent out a couple of tweets mentioning BofA, hoping that anyone monitoring Twitter from BofA would find my rants (note to readers: that is a practice of the best community managers). But no such luck. What did happen amazed me. I was tweeted and retweeted around 50 times, until someone pointed me at the BofA twitter handle. What amazed me was how quickly other tweeps jumped in with their negative sentiment of BofA and we formed a conversation around it. If BofA was watching these exchanges, they would know that they need to spend some time getting back to these disenfranchised customers, because there was quite a bit of dissatisfaction out there. And because the brand wasn’t interacting with us, we formed our own “BofA hate club”.
As I am writing this, I am sitting at the 140 Characters Twitter Conference produced by Jeff Pulver. An earlier panel was discussing how brands are working with their consumers on Twitter, and how great customer service is the new marketing. Just take a look at the following customer service accounts from some of the most beloved companies: @zappos_service, @jetblue, @askseesmic and @comcastcares, among others. These companies are so well-loved on Twitter because they provide excellent customer service and they have their “ear to the ground and “finger on the pulse” of the Twittersphere. If you are on Twitter, it is not enough to just broadcast your company news and blast all of your followers with product information. Twitter is not the right channel for that. Rather, Twitter is about creating and encouraging a 2-way conversation. Because word or mouth spreads virally and lightning-fast, it’s imperative to establish delightful experiences for clients by discovering conversations, taking part in them, jumping in with helpful answers when there are questions, addressing issues and making upset customers “whole” again, as well as rejoicing with happy ones. The truth is, your customers are out there talking about you, not necessarily to you, and it’s up to you to join the conversation in an authentic, empathetic and non-spammy way.
As a voracious student, observer and participator in social media, I am always watching how companies are responding to these customer service issues: are they turning the possible liability into an asset and are they doing it in a way that’s authentic, helpful and empathetic? Just today I was lucky enough to listen to and capture conversations about this very topic at the #140Conf, including a keynote by Gary Vaynerchuck (or @garyvee as he is known on Twitter). The resounding bottom line that Gary drives home is that you need to listen, you need to care and you need to engage. You need to stop obsessing about the number of followers and focus on the quality of the conversation.
So what happened with my BofA episode? Well, I sent a @ message to the BofA twitter account, and they eventually responded the next day (during normal business hours of course), and the only reason they responded was because I @ replied to them, i.e. they weren’t actively monitoring the sentiment. A true community manager would be able to pick up these rants via Twitter search tools and would respond to “tweeps” beyond the ones who send a direct message or an @ reply. Moreover, a good community manager doesn’t tweet between the hours of 9 and 5; a community manager is on whenever people are talking about their brand, all over the world.
Why am I posting this on a blog associated with A Really Goode Job? Well, because a successful Lifestyle Correspondent will need to not only pump out relevant AND entertaining social media content (blogs, vlogs, tweets, guest blogs, etc), but also grow and nurture a community around Murphy Goode, wine making, the wine culture and Sonoma lifestyle. Whew! That’s quite a tall order, but I know there are folks in this process who can certainly pull this off.
For some companies, there is so much twittering that has to be done, that they may need to hire an additional person. Do it! It’s worth it! Especially with tools like CoTweet, you can have more than one person “listening” and tweeting on behalf of your brand. As a rule of thumb, any brand that wants to be successful in social media, must listen first and talk second. Just like individuals, businesses should act as if they have 2 ears and 1 mouth. But first, you need to make listening part of your corporate culture and provide the right infrastructure for your employees to be effective community managers.
Thank you Maria for this great lesson in customer service! I think I am gonna be learning quite a bit from your posts over at your blog. But first may I let everyone in on your application video?
Catch up with Maria here: