Who’s listening, who’s not
While checking out some of my favorite (and not so favorite) corporate social media handiwork, I found an interesting post on Ikea’s cool Facebook Group “Everytime I go to Ikea I steal the little wooden pencils”. Although a favorite of mine for it’s creativity, I was shocked to see a post that includes some inappropriate language, and subject matter. It was posted on September 29, and now almost a full 3 weeks later, no response from Ikea. I wonder how long it will take. Click here to see what I mean.
On the other hand, it was refreshing to see someone from H&R Block jumping in to help a customer who felt he was not receiving acceptable service:
Listening is a key ingredient in your reputation, and being a meaningful part of a conversation with your customers.
C’mon Facebook…it’s that listening thing again
About a week ago, a friend of mine contacted me in a panic. She had lost all 500-ish of her Facebook friends. The only thing she could think of was that she could never get them all back, and how Facebook was to blame.
After calming her down, I decided to research the problem, to see if anyone else had run into the same issue. Low and behold, there were hundreds of people who had….and they weren’t very happy. The discussion board the stood out the most was the one by Facebook. The Facebook discussion board is full of people who are generally annoyed, through to downright angry. Post #60 reads “Does no one from the Facebooks Gods read this and tell why its happening…..and what to do about it”, while Post #65 reads “Isnt there anyone in the “Facebook emporium” who reads these comments and is willing to apologise or at least explain why this has happened…. or are they too big and we are too small !!!!”
The fundamental problem is the social media leader is not listening. If they were, then they would at least be able to offer a comment on their own discussion board, or like a post says, acknowledge it. As we’ve stated before, listening is the first stop on the social media train…it’s fundamental for the journey. Facebook’s customers are their life. I don’t think that this problem will make Facebook users abandon the service in droves, but advocates can turn their faces very quickly and spread negative news at the speed of light. The must also never forget that there is always competition right around the corner ready to eat your lunch.
My friend’s Facebook friends did reappear in her account later that day…..disaster avoided.
Gary Meldrum
At least they’ve got the “listening” part right
Each social media strategy I create includes an essential element: listening. Chris Brogan said it best, in describing the key to listening in social media as “growing bigger ears.”
Personally, I’m a big fan of using my Google Reader account, tapping into blogs, searching Twitter, and setting up various Google Alerts. Although it’s a fair amount of ongoing effort, the rewards are big. Knowing what is being said about you and your brand on the internet is imperative.
In the case of Honda, listening gave them the power to talk back to their critics. Although Richard Read, in his car connection blog is quick to point out that Honda’s responses are far from ideal, I will give them points for listening. The true test is “what will they do now?” They have valuable information from informed consumers, some of who are Honda loyalists. Will they now take the time to respond thoughtfully to individuals, or groups? And what about the car? Will anything change based on the feedback? Back to you, Honda.
Gary Meldrum
Social media and the “big leagues”
Business both large and small are realizing the importance of having social media policies to govern their employees’ participation in such a popular activity. I have seen policies ranging from almost “free reign” to “not on my time.” Since fans are the lifeblood of professional sports, it would be difficult to limit the amount engagement their players can have with their fans, especially when professional sports teams are trying to find new ways to engage and energize their brood of loyal and often fanatical supporters.
The NFL announced that it will allow players, coaches and other player personnel to engage in social media up to 90 minutes before kickoff, and then after the game following the usual interview process. I’m sure the NHL, NBA, and MLB will be the next on board.
The NFL’s policy comes on the heels of the news that many teams had adopted their own policies at their training camps and at practices, including restrictions on players, reporters and spectators. It also comes on the heels of a fine handed out by the San Diego Chargers to one it’s players for a comment made via Twitter.
Other major sports should take note of the NFL’s policy, as it preserves the relationships with the fans, except when the players are “on”. Any sports league, team, and player must recognize that their relationship with their fans is truly golden.
Gary Meldrum
The Start of Something Good
We are proud to announce the launch date for the new website and branding for Trafik Interactive. We are aiming for a July 1st launch date for www.trafikinteractive.com. Please stay tuned!
