Feb 4 Posted 4 years ago
Now I may not be an expert on this topic or social media in general, but I can say that as a college student who actively participates in social media engagement as well as being in a Social Media class that you are very correct in the fact that most businesses lack in engagement on Twitter. It seems that some companies do it right while others forget they even have an account. However, as a younger person I do think that we may have a better grasp on what social media needs to be and what it should provide. Not saying that people higher in the company won't be able to handle administering the Twitter, and I also agree that an entry level should not either but I think that the social media "job" position should be somewhere in the middle. Someone of average age of the company or even someone who best fits their target market. I think that is a huge thing that can increase their involvement. You've got to reach your customers with someone who is relatable. That is who is going to drive the responses and feedback. You can't hire someone who is 40-50 and likes cats for a company who seeks young dogwalkers. That is a bad example but I'm sure you get my idea.
I believe there are so many unanswered tweets in the fact that companies are scared to start responding. One response will lead to word of mouth and tweets about that response to go viral and then increase the number of incoming tweets drastically. Customer service is tough face to face and during business hours, now imagine 24/7 and globally. I also think that companies feel that it will cause them to give more. More returns, more discounts, more free things. Another theory I have which could be totally wrong is that bigger high end companies like to remain mysterious and "too far away". For example high end apparel stores in my opinion want to see better and on a different level than other retailers. This adds a sense of "untouchable" and you're lucky to buy from us feel. This could be a reason for them not engaging in tweets. They have a twitter for specific reaches and purposes but still want to remain luxurious and nose in the air. But, like I said this could be a total guess.
I think it is silly for companies not use the frequency and reach that social media can instantly provide for them. It gives them the potential to increase their ratings and reviews as well as keep up with what their target market expects and wants. Yes, customer service via twitter seems to be an ongoing pain for the person in charge and we have to understand that is not easy, but with enough people handling it and all on the same page it seems to me that the task is not too much.
I've had great responses via Twitter for customer service. For example: our cable was messing up right during The Bachelor one season and so my friend tweeted at the cable company complaining about our connection. They became aware of the issue and soon found that something had happened to our whole line of houses and tried to fix it as soon as they could. That situation increased my respect and opinon of that company and I think that other companies can easily jump on that same train.
Feb 1 Posted 4 years ago
I see the same mistake elsewhere, on FB and Pinterest. Worse part about the autopilot is that even if someone is setting it, forgeting it they've also forgotten what it's really all about - the audience. These ignored social channels become nothing more than advertising feeds, with one post after another about the brand and with nothing about or more importantly FOR the customer. It's not just about push, it's about PULL - pulling in and engaging customers, and yes responding.
I've gone to Twitter a few times w/ mixed results; but when a brand did respond and take action, boy did it have a positive impact, made me rethink the brand should I ever be in need of their services again. FWIW.
Jan 26 Posted 4 years ago
Good article. But I feel that we've been talking about this problem for a long time. I believe engagement levels have since increased by a mile. Do you think the less-than-satisfactory twitter usage rate is due to other factors? While I understand the onus is on the comms managers to persuade the board to take up such a strategy, how can we help them to do so? Personally, I think the audience we are targetting are already believers of social media. They just need to be guided when they meet problems/obstacles.
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