Anti-social media – the silent killer…

If there’s Social Media, then there’s Silent Media. It’s not strictly silent – in fact it makes a lot of noise and has a very great effect. It’s just that the subject can’t hear it. Social Media seems to have lulled a great many companies into thinking that their customer service is water-tight because they have an active Social Media campaign. Some of these companies don’t realise that before they can celebrate the rebirth of their business on Twitter, they need to make sure that they are doing the right thing first.

First, be good. It’s a mantra to live by. Once you’ve figured out “good”, learn to be consistent, then remarkable, then astonishing. But, with a smile on your face, ignore those who tell you you’re astonishing, remarkable and consistent. Listen to those who say you’re awful, inconsistent or disappointing. The problem is, most of the people who think this won’t do you the courtesy of telling you. It’s ego-bruising, but the only way to improve is to listen to how you can do it. The best people to teach you that are the ones you’ve annoyed, irritated or upset and told you about it. This feedback is golden.

My brother is a successful fella. He has a reasonably generous disposable income (he’s not rich and crazy, he lives sensibly and treats himself from time to time). He has something called “The List”. If we go to a restaurant, hotel, shop or even taxi firm and they piss him off, they go on The List. Currently on The List are companies like Prezzo, English’s in Brighton, Café Noor (a local Indian restaurant) and a host of other organisations who have no idea at all they’re there. He doesn’t feel the need to tell them or complain, he just never goes back. He will gleefully refuse to go even if he’s with a group, the rest of whom are happy to wander in one of the condemned places.

Now, those companies might imagine that they cover their bases – they might be on Twitter, Facebook and have a nice feedback form on their web site. One thing links them though – none of them genuinely wanted to know what he thought while he was there. Most of them will have asked in a rhetorical way: “Was everything alright there, lovely, thanks…”, without actually leaving a gap for an answer. Prezzo had served him two Calzone pizzas that were raw inside – this surprising screw-up merited no redress at all. They knew, that’s for certain. They’d made two replacement ones before managing to cook one properly. They just didn’t think it was worth a conversation.

So, if you use Social Media and imagine that your Social Marketing is taken care of, then you’re missing a trick. You need to talk to your customers and listen. You might not agree, but you’ll know. Don’t wait until someone Tweets – ask your customers while they’re being customers.

Recently, my brother and I had a really disappointing evening in Chez Gerard on Charlotte Street. I made a passing comment about it on Twitter the next day and impressively, Simon Mould from their PR Agency Threepipe emailed me asking me to outline what happened. I did, and Simon felt that the experience was bad enough that the restaurant group would want to contact me – I acceded to his request to take a call or email from them. This hadn’t arrived a week later, so I emailed Simon, explaining. When it hit three weeks, I emailed him once more saying that I understand how frustrating it is for a PR Agency when clients do this, but that the restaurant hadn’t contacted me. The next day, Chez Gerard’s AJ Steer emailed me apologising (not necessary – I was merely offering feedback) and offering vouchers for a return visit. So, their Twitter presence had an effect – in the end. The thing that they need to ask themselves is: How many unsatisfied customers simply never tell them? Moreover, how much nicer would that story sound if they’d managed to fulfil the promise of their brand, or even been interested in whether they had?

I suppose what I’m trying to say is that Social Media doesn’t all happen online. Don’t forget to talk to your customers while they’re being customers.

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