Managing customer expectations? Authenticity? I thought this was a social media blog...
It is!
Consider the old business adage that exhorts us to "under promise and over deliver". I expect everyone has come across at least one company that has reversed that and under delivered on what they said they would do. We are so much more disappointed in a company if they promise us the earth and then let us down.
Like any form of communication, your social media needs to reflect what you actually do. However, unlike the traditional communication channels, social media can bite back - and hard - if you get it wrong.
I'm not talking about deliberate misrepresentation here, which is a whole other can o' worms, but about a mismatch in your online business persona and your face to face one.
So, how do you avoid getting it wrong? By being authentic.
Here are some points for you to consider about your authenticity on social media:
Consistency of customer experience
Are your social media "tone of voice" and service levels aligned with your website, email and face to face communication?
Will people feel that they are still talking to the same company when they telephone you or get and email response from you?
This is particularly important if the customer is dealing with several different people from your company. (It's not always the social media that needs changing!)
Being human
Your conversion from social media interaction to customer satisfaction will be far more effective if your communications appear to come from a human. Standard letters and emails are a boon to the busy business, but they don't have to be sterile and boring. Put some effort into your templates and add a personal touch.
Response speed
If you answer your tweets immediately but your answering machine is always on then, there's a mismatch in experience.
Make sure you have enough resource to cover the interaction across all your channels. If you can't afford the resource, then you should think carefully about having a presence there.
Crisis management
Sometimes, things go wrong. It happens to all businesses at some point. How you handle the incident will reflect on your reputation both on and offline. You may not want to play out the whole scenario on social media, but your response and handling will be noted by other people.
Bear in mind that emails can be copy and pasted onto blogs and even phone conversations find their way into the blogosphere.
If you're nice as pie on Facebook and apparently dismissive on email, it'll backfire on you. Have a response plan that includes social media, emails, phone calls, face to face, PR etc.
Don't fudge (unless you're a confectioner!)
If you don't know or you aren't sure about a question you've been asked then say so. Of course, follow up with the fact that you're going to find out and come back to them. People would rather wait a short while and get the correct information than be fobbed off.
Tuesday, 26 March 2013
Saturday, 9 February 2013
Can you get too involved...?
I write a lot about engaging on social media and getting to know the people that follow you. It has huge benefits if you're a business and is also enjoyable, which is a real bonus. A recent event has made me think about whether it's possible to get too emotionally involved.
Let me explain...
I run a Twitter feed for a company that produces the most beautiful products. (I may be a little biased!) It's really a pleasure to engage with their followers. They're a warm, funny and caring bunch. I've grown very fond of them over the last year or so. Yes, there's been a demonstrable business benefit for my client but that doesn't preclude the fact that I've been thoroughly enjoying representing them.
Something happened to one of the followers a week or so ago. It was the most awful, gut wrenching and dreadful tragedy. (No, I'm not going to feed the ghoulish and explain. The person concerned already has enough to cope with.) Acting on behalf of the client I sent an appropriate message. The other followers of this person rose to the occasion magnificently and are continuing their support.
What caught me unaware was how personally invested in the account I had become. Not just for the business aspect, but that I have become genuinely attached to the people I was talking to. I found myself lying awake in the small hours of the morning wondering what else I could have done. I'll also admit to crying over the situation the person is dealing with.
Once the initial emotional reaction passed I started to think about whether my reaction was appropriate or, indeed, warranted. After all, I was communicating with this person online as a representative of another company. Should I have tried to keep more emotional "distance"?
My conclusion is that the enjoyment (and the business benefits) of engaging with people, whether as myself or as another company, comes with getting to know them as people. That's the key word here I think - they're people, not remote avatars. As with any relationship, the ride is not always smooth and the bumps that come with it are part of the package.
I suspect I get more emotionally invested than some other consultants in my client's businesses and in their social media. I get great results and I have an enjoyable time doing it. The balance to that is when one of the people I talk to hits an almighty rock on their journey. I can't "not feel"for their pain.
So, am I too involved? What do you think?
Let me explain...
I run a Twitter feed for a company that produces the most beautiful products. (I may be a little biased!) It's really a pleasure to engage with their followers. They're a warm, funny and caring bunch. I've grown very fond of them over the last year or so. Yes, there's been a demonstrable business benefit for my client but that doesn't preclude the fact that I've been thoroughly enjoying representing them.
Something happened to one of the followers a week or so ago. It was the most awful, gut wrenching and dreadful tragedy. (No, I'm not going to feed the ghoulish and explain. The person concerned already has enough to cope with.) Acting on behalf of the client I sent an appropriate message. The other followers of this person rose to the occasion magnificently and are continuing their support.
What caught me unaware was how personally invested in the account I had become. Not just for the business aspect, but that I have become genuinely attached to the people I was talking to. I found myself lying awake in the small hours of the morning wondering what else I could have done. I'll also admit to crying over the situation the person is dealing with.
Once the initial emotional reaction passed I started to think about whether my reaction was appropriate or, indeed, warranted. After all, I was communicating with this person online as a representative of another company. Should I have tried to keep more emotional "distance"?
My conclusion is that the enjoyment (and the business benefits) of engaging with people, whether as myself or as another company, comes with getting to know them as people. That's the key word here I think - they're people, not remote avatars. As with any relationship, the ride is not always smooth and the bumps that come with it are part of the package.
I suspect I get more emotionally invested than some other consultants in my client's businesses and in their social media. I get great results and I have an enjoyable time doing it. The balance to that is when one of the people I talk to hits an almighty rock on their journey. I can't "not feel"for their pain.
So, am I too involved? What do you think?
Thursday, 25 October 2012
Care about your content!
Imagine this as a scenario:
You're thinking about how you market your company. You have a decision to make. Should you:
Take a little time and handpick the messages and content you send out?
Issue content that hasn't been vetted and is not certain to be relevant or good quality?
Most people would choose the first option.
Why then do many businesses rely on total automation for their social media marketing? Their feeds spit out regular updates only loosely associated with their business. It's bland, soulless - and ultimately ineffective. It's also quick, easy and cheap!
Companies brag that their feeds are fully automated and require "no contact time". To my mind it gives the impression that here is a business that doesn't want to take time to talk to or listen to its customers. They're saying that, as someone who spends money with us, you're not worth the effort it would take us to communicate with you.
I'm not totally against automation. Strategically scheduled updates can be very helpful - as long as the content is appropriate and well thought out.
Another question for you.
Would you use the same content for a local advertising paper as you would for a national newspaper? Would you then use exactly the same content in a glossy magazine, or in a parish newsletter?
Again, most people would want to at least modify the content so that it had a chance of appealing to each audience.
Why then would you duplicate the exact same update across multiple social media platforms? (Sometimes, it'll work, but not always by any means!)
The old axiom that "content is King" has never held truer than it does on social media.
A little effort pays huge dividends. Care about your content!
You're thinking about how you market your company. You have a decision to make. Should you:
Take a little time and handpick the messages and content you send out?
Issue content that hasn't been vetted and is not certain to be relevant or good quality?
Most people would choose the first option.
Why then do many businesses rely on total automation for their social media marketing? Their feeds spit out regular updates only loosely associated with their business. It's bland, soulless - and ultimately ineffective. It's also quick, easy and cheap!
Companies brag that their feeds are fully automated and require "no contact time". To my mind it gives the impression that here is a business that doesn't want to take time to talk to or listen to its customers. They're saying that, as someone who spends money with us, you're not worth the effort it would take us to communicate with you.
I'm not totally against automation. Strategically scheduled updates can be very helpful - as long as the content is appropriate and well thought out.
Another question for you.
Would you use the same content for a local advertising paper as you would for a national newspaper? Would you then use exactly the same content in a glossy magazine, or in a parish newsletter?
Again, most people would want to at least modify the content so that it had a chance of appealing to each audience.
Why then would you duplicate the exact same update across multiple social media platforms? (Sometimes, it'll work, but not always by any means!)
The old axiom that "content is King" has never held truer than it does on social media.
A little effort pays huge dividends. Care about your content!
Friday, 14 September 2012
The new 4 Ps?
The 4 Ps of Marketing (product, place, price and promotion) have been drilled into most people that have read up on marketing, or attended courses. How about an updated version for the new world of social media?
Here are my suggestions:
Patience
Social media isn't instant. Like any networking, it takes time and planning to build good relationships that lead to business benefits. Playing "the long game" has distinct and long lasting benefits.
Persistence
If you're playing the "long game" then stopping trying after a few weeks isn't going to get you the results you want. If you think it's not working, look at how you're coming across. Have you got the content and frequency right for your chosen platforms?
Politeness
One of the great attractions of social media is that it allows people from all over the globe to see what you're saying and to interact with you. This is an amazing opportunity to show how fabulous you and your business are. It's also worth bearing in mind that any "bad behaviour" is very public too. Every time you post something be aware that anyone could read it. Think long and hard before posting in anger - or even in irritation.
Planning
Integrated communications is the way forward. Your online presence will encompass information, opinion, customer service, complaints, marketing, PR, sales... You may well do a reasonable job using social media and be happy with the results with no planning at all. Just imagine how much more you could achieve if you gave it some serious thought!
What would your suggestions be?
Thursday, 23 August 2012
You may not "like" it, but it's here to stay
"You can't beat picking up a phone and just talking to people." If only I had a penny for every time a social sceptic has said that to me!
There's a couple of issues here that are worth thinking about.
The first thing is that there have always been late adopters for any new technology (although social media can hardly be called "new" any more). I can remember companies declaring that they'd never use email as a letter was "far more personal" and that if they'd wanted to talk to someone they'd pick up the phone. Sound familiar?
Eventually, all new fangled technology either becomes mainstream or dies out. The problem for a business comes when there's a refusal to adopt "new" ideas that their customers consider mainstream. That mismatch of communication styles can be fatal for a company.
You don't have to like social media, but you do have to take it seriously. If you wait until your lack of engagement affects your bottom line then it may be too late to recover.
There are still a number people I meet when I'm out networking that only want to talk to people in person. This brings me on to my second issue...
Only using one form of communication severely limits your reach and influence. We all have our preferred methods whether that be face to face, phone, print, email or social media. However, to broaden our customer base then we need to have a presence on as many communication channels as we can manage effectively.
Of course social media won't replace meeting people in person, the telephone didn't do that either! What it does give you is a very powerful tool to use in your business that works with all your other activities.
Generation Y is growing up. They are your new customers. Make sure you're there to meet them on their own ground.
There's a couple of issues here that are worth thinking about.
The first thing is that there have always been late adopters for any new technology (although social media can hardly be called "new" any more). I can remember companies declaring that they'd never use email as a letter was "far more personal" and that if they'd wanted to talk to someone they'd pick up the phone. Sound familiar?
Eventually, all new fangled technology either becomes mainstream or dies out. The problem for a business comes when there's a refusal to adopt "new" ideas that their customers consider mainstream. That mismatch of communication styles can be fatal for a company.
You don't have to like social media, but you do have to take it seriously. If you wait until your lack of engagement affects your bottom line then it may be too late to recover.
There are still a number people I meet when I'm out networking that only want to talk to people in person. This brings me on to my second issue...
Only using one form of communication severely limits your reach and influence. We all have our preferred methods whether that be face to face, phone, print, email or social media. However, to broaden our customer base then we need to have a presence on as many communication channels as we can manage effectively.
Of course social media won't replace meeting people in person, the telephone didn't do that either! What it does give you is a very powerful tool to use in your business that works with all your other activities.
Generation Y is growing up. They are your new customers. Make sure you're there to meet them on their own ground.
Tuesday, 24 July 2012
The Marketing Jigsaw - and why "off message" is OK
When I did "corporate" work I was often prompted to ensure that the marketing I was carrying out was on "on message" with central marketing strategy. I occasionally have the same reminder when working with some very traditional marketing agencies.
Marketing campaigns are targeted at specific demographics. That means that the look and feel of the marketing jigsaw needs to fit together seamlessly. The whole package of print, website, social media and face to face needs to give the same positive experience with no jarring when swapping platforms.
But...
Social media isn't just about a demographic, it's about individuals too. Sometimes the people running the social media content need to have the flexibility to use their discretion. When you're dealing with an individual, the "standard" corporate approach isn't always appropriate. No matter how well thought out and planned your strategy is, it cannot fit everyone.
I always try and persuade managers that it's not only OK, but actually essential, to expect the social media person/team to occasionally veer "off message". I may have to start collecting pictures of the looks of alarm!
The objections are mostly down to a lack of trust in the abilities of the people delivering the content to judge the situation correctly. If you distrust their judgement that much then what on earth are they doing running your social media for you?
By all means issue pre-scripted responses to common problems, but trust the people you have put in charge of your online reputation to know when to be a human being. Better still, get someone to fix the problem so you don't have to keep addressing it.
Strategy is a necessary part of running a business, but sometimes you have to think outside of the jigsaw box!
Marketing campaigns are targeted at specific demographics. That means that the look and feel of the marketing jigsaw needs to fit together seamlessly. The whole package of print, website, social media and face to face needs to give the same positive experience with no jarring when swapping platforms.
But...
Social media isn't just about a demographic, it's about individuals too. Sometimes the people running the social media content need to have the flexibility to use their discretion. When you're dealing with an individual, the "standard" corporate approach isn't always appropriate. No matter how well thought out and planned your strategy is, it cannot fit everyone.
I always try and persuade managers that it's not only OK, but actually essential, to expect the social media person/team to occasionally veer "off message". I may have to start collecting pictures of the looks of alarm!
The objections are mostly down to a lack of trust in the abilities of the people delivering the content to judge the situation correctly. If you distrust their judgement that much then what on earth are they doing running your social media for you?
By all means issue pre-scripted responses to common problems, but trust the people you have put in charge of your online reputation to know when to be a human being. Better still, get someone to fix the problem so you don't have to keep addressing it.
Strategy is a necessary part of running a business, but sometimes you have to think outside of the jigsaw box!
Friday, 29 June 2012
Mind your manners
A curious phenomenon happens when some people communicate online. The perceived protection of the screen and keyboard seems to turn them into boorish louts and bullies. I'm not talking about anonymous trolling here. What I want to focus on is people who use their real names - or the name of their company - on sites like LinkedIn and Twitter. I'm also limiting my remarks to people represent their business or company on these channels.
I have no issues with having a spirited discussion as long as everyone is behaving professionally and calmly. Talking to people that don't share your views is a great way to learn, even if you end up agreeing to differ.
Generally, the intentions of businesses that engage in social media are to raise awareness of their business, generate leads and look after current customers. Building a digital footprint that is balanced and well populated takes time and effort. What you put on the 'net stays there for an awfully long time. (Even if you think you've deleted it)
If you're looking up a business on Google and you come across acrimonious exchanges online, what will your opinion of that business be? The main excuse I hear is that the individual representing the company believed they were "attacked" online and had to respond.
Now hang on just a minute! The defence that "they started it" should be left behind in the playground. It has no place in business. It takes two to make an online disaster. How you cope with complaints and negativity towards your business reflects on you. It can actually do you good.
How?
Well, make absolutely sure your replies to a dissatisfied customer are courteous and helpful. Even if the customer remains disaffected, you will be seen to have tried your best. Indeed, a particularly persistent and unreasonable online complaint (if handled well) can do you a great service by demonstrating how responsive, polite and "on the ball" you are.
Then there's the excuse that the other company "behaved badly". Oh please! Exactly how are you making things better by engaging in extended online acrimony? Behaving badly just because someone else does is unprofessional and will significantly damage your reputation.
There's still a misplaced perception amongst some business people that because online communication is virtual, it isn't "real". What you say online, and how you behave, is critical to the success of your business.
If you're angry or upset by something you read online, here are a few tips to help you cope:
I have no issues with having a spirited discussion as long as everyone is behaving professionally and calmly. Talking to people that don't share your views is a great way to learn, even if you end up agreeing to differ.
Generally, the intentions of businesses that engage in social media are to raise awareness of their business, generate leads and look after current customers. Building a digital footprint that is balanced and well populated takes time and effort. What you put on the 'net stays there for an awfully long time. (Even if you think you've deleted it)
If you're looking up a business on Google and you come across acrimonious exchanges online, what will your opinion of that business be? The main excuse I hear is that the individual representing the company believed they were "attacked" online and had to respond.
Now hang on just a minute! The defence that "they started it" should be left behind in the playground. It has no place in business. It takes two to make an online disaster. How you cope with complaints and negativity towards your business reflects on you. It can actually do you good.
How?
Well, make absolutely sure your replies to a dissatisfied customer are courteous and helpful. Even if the customer remains disaffected, you will be seen to have tried your best. Indeed, a particularly persistent and unreasonable online complaint (if handled well) can do you a great service by demonstrating how responsive, polite and "on the ball" you are.
Then there's the excuse that the other company "behaved badly". Oh please! Exactly how are you making things better by engaging in extended online acrimony? Behaving badly just because someone else does is unprofessional and will significantly damage your reputation.
There's still a misplaced perception amongst some business people that because online communication is virtual, it isn't "real". What you say online, and how you behave, is critical to the success of your business.
If you're angry or upset by something you read online, here are a few tips to help you cope:
- Don't comment while you're still fuming. Calm down first.
- Research the background of the incident. You need the whole story.
- Do you actually need to reply? Sometimes silence is very powerful.
- Move away from the screen for a few minutes. You won't calm down by staring at it.
- Take into account the tone of voice that your reply will be read in - rather than the one you'll send it with.
- Be courteous, however great the provocation.
- If you are subjected to abuse stop interacting and block/report as required.
