In the last 10 days I have had the pleasure of witnessing both good and not-so-good social media examples. I would like to share these with you today.
As the calendar turns from August to September, my husband Derek seeks shelter indoors away from Ragweed and Goldrenrod. Despite using an antihistamine, until the first frost, he suffers from allergies.
So he took to Twitter to vent his frustrations, tweeting:
A few minutes later he received a notification that an account had responded to his tweet. It was @Kleenex.
I am impressed for a few reasons:
1. Kleenex has developed an excellent strategy for connecting with its customers. They understand that this is allergy season, and have set-up a search mechanism to locate tweets that include the term #allergies. Once a tweet is located they take the time to listen and respond.
2. The individual who responded was empathetic and took the time to wish my husband well. (How sweet of them!) While there was a sales element involved, it was integrated in a manner that was not distracting nor sales-y.
3. It was Sunday afternoon. Sunday afternoon of a long weekend! Enough said!
The Not So Good
The other day I was washing dishes with the television on in the background. To my delight the song La Vie en Rose, by Louis Armstrong, began to play. Knowing this song was used in my favourite movie Wall-E, I rushed out with the hope to see one of my favourite scenes. Unfortunately, it wasn’t the movie; it was a commercial for Volkswagon. To view this adorable scene, click here.
I took to Facebook to mention how their commercial makes me think of my favourite movie.
A few hours later I get a response:
I am disappointed by this response for a few reasons:
I posted my comment to let the folks VW know I liked their song choice because it made me think of the beloved character Wall-E. While I was surprised I got a response, I was disappointed to learn that they didn’t read my post, nor took the time to properly respond.
Understanding VW is facing extreme criticism for their sponsorship of the 2014 Olympic Games, they have chosen to respond to each comment (regardless of the context and content) with a canned response that directs users to voice their opinion on a specific forum. While VW is correct to respond to all comments, they are certainly alienating fans in the process by not listening.
The imagery that comes to mind is of firefighters trying to extinguish fire; regardless if it’s burning or not, the social media team pouring water on it.
Moral of the post: Listen to your customers, and respond accordingly.