The promise of social media has always been authenticity. So how is it that many brands who utilize online platforms just don’t get it? No CEO or CMO wants to see negative comments on their FB page or on Twitter, but those comments create a rich opportunity for a company to send a very positive message: “”We really do value you.” A consumer won’t bounce you for a single bad experience, but they will shut you down forever if you manipulate, ignore or show them you don’t care by erasing their comments or failing to respond. So why do brands do it? Short answer: I don’t know. Because it’s stupid, counterproductive and transparent…in a bad way. No brand gets positive feedback all the time. How much better to leave the negative comment up but respond immediately and say ” We care. What happened? How can we make it better?” It’s not complicated and it can win friends and influence people. Two recent online experiences (nomorerack.com, a scrubber and Shark Vac, a non-responder) reinforce my belief that frustrating or ignoring the customer is a big mistake. I really wanted to love my Shark Vac but it died unexpectedly and prematurely one day in a rare moment of inspired and enthusiastic housekeeping. My post on the company’s FB page went unanswered but I did find a community of equally frustrated consumers there. What is Shark Vac thinking? They spend millions on infomercials, yet ignore what might arguably be one of their most important communications mediums…their own FB page. The result? Those of us who would have remained loyal in a heartbeat given a timely, concerned response have been alienated forever, and are unlikely to recommend Shark Vac to their friends. Alternately, Palm Beach International Airport’s new marketing director got it right a few weeks ago when the “priority” lane was backed up for what seemed like miles and tempers where running high. She responded immediately to a neg FB post and followed up personally…managing to do what few in the industry have done lately, make air travel seem downright hospitable.
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