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Becky worked as a journalist for more than 15 years in Washington, D.C.; Sydney, Australia; and Cleveland, Ohio for major publications including the New York Times, Salon.com, Business Week, the Wall Street Journal, and was Associate Editor of the Plain Dealer's Editorial Page before she launched the consulting practice, Gaylord LLC. The company helps clients improve their external relations and communication and increase their influence and impact.
The message of the post was: Be helpful on social media. Your employer, Paul, American Airlines, was perceived as not being helpful on Twitter, in this instance. There's nothing else to say.
Right, Paul, deleting a Tweet from one user's account doesn't also & automatically make the Tweet disappear from the Twitter feeds of other accounts that were mentioned in the "deleted" Tweet. That's why my position is to counsel against community managers "deleting" Tweets; it doesn't truly erase them, anyway. Hope that helps.
On the afternoon the exchange took place, within two hours (when I checked, as I started writing the post), the tweets were no longer visible in the Twitter feed of @AAdvantage or @AmericanAir. No evidence of the exchange could be found on those account streams by their followers at that time. Yet, the Tweets remained, of course. I just used screen shots from the accounts of others involved in the exchange.
As such, my blog post, picked up by Social Media Today, does include them all. Nothing is missing, here. It was missing for viewers of American Airlines accounts later on the day it occurred.
Out of curiousity, just now -- a week later -- I checked to see what was visible on @AAdvantage for Sept. 1, which was the day the conversation on Twitter took place. It's not there. In fact, the stream shows no Tweets from Aug. 30 until Sept. 3. Here's a link: https://twitter.com/AAdvantage/with_replies
This post uses phrases such as, "the voice behind a brand or organization" and "link between community manager and brand reputation." It doesn't address representing or advocating.
It does declare that community managers link. They are a bridge between brands and the public. The post describes roles, as that link, that they might have to play: "nurse, teacher, police officer, helpful neighbor, mail carrier or ambulance driver." To help explain, I'll offer some examples, here:
Soothing a customer's dissatisfaction = nurse.
Offering a how-to tip = teacher.
Moderating comments or deleting posts with personal attacks or that are wildly inappropriate = police officer.
Offering a link to a video or post that answers a customer's question in more detail = helpful neighbor.
Relaying the customer's issue to precisely the right person for an answer = mail carrier.
Knowing when a problem is urgent and dealing with it in that way = ambulance driver. Perfect example: Tweets sent during the 2013 NCAA Championship Game. Here's a link to the exchange with our satellite provider. It's worth a look.
A community manager's main responsibility is to be the go-between. Done well, it feeds useful information about customers, service, products, etc. back to the brand. But, it also helps keep customers satisfied, gives them a voice and lets them reach a human contact.
Bottom line: There's no need to rank who comes first -- it's not a competition. Being an advocate of one group or another is an entirely different thing than being a skilled community manager.
Thanks, Shell. More businesses are showing awareness of the importance of social media management. It really does need to be integrated into many functions, not shunted aside as a separate entity. The more up-to-speed the social media team is about issues that could or will affect their organization, externally, the better able they'll be to respond and communicate when the queries come.
Perfect example of customer opinion swinging from positive to negative -- ugh -- as a result of marketing.
I actually did notify Sephora, through that Tweet (embedded in this post.) The company has about 950,000 Twitter followers. And it follows almost 300,000. It didn't even occur to me that the company wouldn't respond. When it didn't (and it still hasn't, even after my blog post has been widely shared) I checked its Twitter stream more closely. Lots and lots of broadcast Tweets, but no real conversations that I spotted in my unscientific scan.
There you have it. Broadcasting on social media or email is "marketing" that's actually advertising or worse, spamming. Many consumers -- perhaps most -- will tune it out and turn it off.