The massive take-off in popularity of social media websites
has been both a godsend and a nightmare for strategic communication
professionals. Having such open and immediate access to your customers or fan
base allows a kind of personal communication that was never possible before the
emergence of the internet. I’ve personally posted questions on Facebook pages
for many businesses from Sears to USAA. I’ve found that I often get a
well-thought response that is specific to me and my needs and seems more helpful
than the form type answers I all too often receive from customer service phone
lines. If I have something positive to say about a company I love that I can go
right to their page and post my compliment where it can not only be seen and
heard by the company, but where other customers can see and draw conclusions
from my positive experiences as well. In the world of social media things can
go very right or tragically wrong. Best to try and fall on the side of right!
Ways I think they’ve gotten it right.
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| The negative reactions to the statements of Starbucks CEO Howard Schultz were far outweighed by the outpouring of support. |
Some of my favorite businesses have very active teams
patrolling their social media profiles. They respond quickly and efficiently to
questions, compliments, concerns. They post often and keep it interesting and
relevant to their cause/product/service. If and when there’s an issue they keep
their posts professional and address them quickly and accordingly. They never
hide in silence in the wake of controversy and they are always gracious and grateful
to their customers and fans and thank them often and humbly. I also love
businesses that stay true even in the wake of controversy. One such company
that stands out to me is Starbucks. Starbucks has had no shortage of
controversy over the years. They are very open about their personal and
political positions as a company. Whereas some companies might stand down and
water down their beliefs to be more politically correct to all of their
followers, Starbucks sticks to their beliefs with an iron fist. In 2013 equal
rights in marriage was a big hot topic. Some companies chose to stay quiet, but
not Starbucks. Starbucks openly supported the rights of all people to marry and
invited people who didn’t like their open beliefs to invest their money
elsewhere. For some companies this would have been suicide, but somehow it just
works for Starbucks. Of course in the wake of such firm controversial
statements there was backlash, but the resulting surge in positivity from those
of like mind far outweighed the negative attention Starbucks received for their
beliefs. People (both of like mind and not) have gained respect for Starbucks
for not backing down and submitting to neutrality in the interest of keeping
their business.
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| This meme I made of my youngest son at a Monster Jam show in March was commented on and shared by the Monster Jam Facebook page. |
Even when controversy isn’t an issue staying involved with
your customers is a great way to keep your business afloat in the world of
social media. I have 3 sons (with a 4th on the way!) and our world
is absolutely ruled by all things boy. One of the leading contenders for things
I trip on the most in our house is Monster Jam trucks. Our boys are positively
obsessed with their monster trucks. We’ve been to many shows and own more of
their products than I care to count. I’ve posted many times on the Monster Jam
Facebook page and have always been impressed. Even if it were as simple as a
photo from a show, they always respond to each and every customer. Most
recently, we were set to attend the Monster Jam show in San Antonio, Texas
earlier this month. I posted a question about the truck lineup on the Facebook
page because my son was upset not to see one of his favorite trucks on the
list. They let me know that that truck would not be running during that show,
but then gave me a list of all of the shows on the current schedule where that
truck was slated to perform. Another business that we love in this house is the
variety of Yo yogurt products (YoBaby & YoToddler specifically). I’ve
voiced concerns on the page before about their yogurts being marketed to babies
as young as 6 months when health officials believe dairy products should be
withheld until an infant reaches 12 months of age. They responded quickly and
with evidence and facts about the process in which they make their yogurt that
makes it appropriate for the sensitive guts of infants. Another time I shared
the photo on below and not only did they respond with how much they loved
it, but I received a Facebook message from one Chandra Kennett Carson, a social
media correspondent for Stonyfield (the producer of the YoBaby and YoToddler
yogurts) thanking me once again for sharing the photo and asking for my address
to send me a thank you through the mail. Two weeks later I received a very
generous gift of six coupons for FREE 4-packs of YoBaby and YoToddler organic
yogurts. Chandra also asked permission to share my photo publicly on the
business page because they loved how it portrayed their company and the
perception of their products. Their thorough interaction with me as a consumer
drastically improved my already positive opinion of the Stonyfield brand.
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| This photo of the yogurt buffet my oldest 2 sons set up for themselves earned us lots of free product through interaction on the YoBaby Facebook page. |
Whether it is everyday interactions or dealing with
controversy and diversity in the public light, the use of social media is an
avid tool for strategic communication professionals to aid their respective
employers in keeping a positive image of their companies. Professionalism,
consistency, and integrity are vital characteristics to maintain on social
media platforms and can skyrocket your business to the top of customers list of
favorite pages.
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