If your customers are angry and they take it to Twitter then you might be at the tipping end of the cliff.
Some of the best, serious, CTA, hilarious posts ever, have been made on Twitter. It has been witnessed in the past few years that people not just post about the good and the bad but they can change the PR of a company.
If a customer is unhappy, been treated poorly, didn’t receive what they expected, then there only seems to be one way to make it better.
Take it to Twitter.
But why Twitter? Lyndsay Menzies, chief executive of digital marketing agency 8 Million Stories (8MS) and social media marketing advisor says, “somehow Twitter has become the channel for people that are really off with an organization.” She thinks that the immediacy of the app has led customers to think they should receive answers quickly resulting in consumers becoming more demanding in terms of what they want and expect.
As much satisfaction ranting on Twitter may bring to the customer, it can have some seriously disastrous Twitter gaffes like when Microsoft’s artificially “intelligent” chatbot Tay tweeted racist and anti-semitic views after been corrupted by mischievous internet trolls and Microsoft had to issue apology for a racist bot.
Other than the errors caused by need of immediacy, if your customers drag you to Twitter it might not be the ideal situation for you.
United Airlines forced removal of a passenger in 2017 caused quite a stir among people in and out of USA and the dictionary publisher Merriam-Webster took advantage of the situation and tweeted:
It got a lot of attention and received nearly 64,000 likes.
Or when American Airlines used automatic response without close monitoring.
The reason many companies are failing to manage their social interactions is largely because they feel the pressure to be on all platforms all the time to make customers feel that they are really trying their best to do something on their behalf. But managing good customer relations is no easy task. It takes commitment and resources to be open and transparent and to tackle the situation in the absolute best way possible, without leaving gap for any future inconvenience to the customer or to the company.
The world of social media has made navigation a lot easier like when Instagram let its users tag items in shared images so people could buy it and it paved a way for firms to sell more. However, a drawback of this platform was that it had no way to respond to customer queries regarding the featured items.
No wonder people resort to Twitter to make a point and bring attention to the matter.
A good way to deal with such situations can be involving help and humor like Sainsbury did
And it goes on…
Another way is to reply back to positive reviews. A simple thank you goes a long way.
Getting negative reviews is not the most desired situation for any company but it’s not all bad for the companies either. Here is a golden opportunity for them to know their customers better as people share good amount of information on their social media profiles making easy to identify their target for more specific messaging.