Fiery laptop batteries, defective chips, tainted foods, toothpaste that stains teeth – these are just some real examples of issues that struck companies recently that might have been headed off at the pass by Social Media.
When you have an issue these days – what’s the first place you go for more information? That’s right – the Internet – most likely Google but increasingly for real time information search you might use Twitter. Conversely most people don’t just pick up the phone and call a company anymore.
Some of these issues first showed up on Twitter way before they ever hit the Contact Center. Perhaps days before anyone called into the Contact Center to inquire.
With the speed of Social Media these days – wouldn’t you love to have a few day head start? Well you do – but only if you are listening.
A peer of mine said that she has seen this effect already on Twitter but she doesn’t jump at the first sighting – she waits to see at least a second sighting perhaps in a different channel (or coming from a different region) before she decides to engage.
While clearly you need to use your best judgment – you do have the opportunity to head off at the pass serious issues for your brand before they become front page news. The only caveat is, you have to be listening …
In the same vein:
About Paul Dunay
Paul Dunay is an award-winning marketer with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is Global Managing Director of Services and Social Marketing for Avaya, a global leader in enterprise communications, and author of Facebook Marketing for Dummies (Wiley 2009). His unique approach to integrated marketing has led to recognition as a BtoB Magazine Top 25 B2B Marketer of the Year for 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a five-time finalist in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA) and a 2005 gold award winner.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. His articles and research have appeared in Business Week, BtoB Magazine, Information Week, MarketingProfs and Marketing Sherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Gain insights into Paul’s approach to integrated and social media marketing at: http://www.buzzmarketingfortechnology.com.
Fiery laptop batteries, defective chips, tainted foods, toothpaste that stains teeth – these are just some real examples of issues that struck companies recently that might have been headed off at the pass by Social Media.
