I have always been a little skeptical as to the true impact of corporate reach on social media platforms as it’s, all too often, impersonal. There are some colourful ad campaigns, sparkling banners and a slew of witty articles to entice readers but how do you go about actually interacting with people instead of being a shouting post?…
It’s all too easy to fall into the habit of being a broadcast network in a similar way to “old media”, but times are changing. The best way to get your target audiences attention with social media is to reach out and grab them by the eyeballs!
Instead of simply regurgitating endless blog posts from sources probably already cited, it may be more constructive to try and reduce the suffering of your most hard to please customers. As we all know how powerful friend and family recommendations are a word from the mouth is worth two from a bush… or something.
I recently moaned my way into a great example of social media interaction, quite by mistake, and was delighted by the outcome. I am not a massive fan of the company in question but use one of their tools to quickly check the status of websites in which I have an interest.
It simply shows risk of infection and community feedback but I find it useful. I visited a few websites while working and almost got infected with a virus so thought I’d run it through Norton’s SafeWeb tool to see what surprises the website were offering… “OK”. Huh.
My chain of thought was as follows:
How can social media help?
My first comment shows that Norton are actively searching Twitter for mentions on their name and/or products. It wasn’t a #hashtag or an @reply, simply a reference. I think it’s clear that they care about their reputation and are taking steps to help frustrated customers and, most importantly, mitigate damage. Helping customers as they are having issues is a very powerful tool.
It may not take much to impress me, but many companies fail terribly when it comes to basic support. Social media could just be part of the cure.