Social media puts on its business suit: Part 2 of 2
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Make room for social media in silo-structured organizations.
Yesterday on my Twitter stream I see Ford’s social media guy, @ScottMonty, ask a fellow Twitterer the name of a Ford dealer with whom she was having an issue.
She responded with the dealer’s name and Scott thanked her. What likely happened next is that Scott asked someone at Ford to contact the dealer to find a way to solve this customer’s problem.
That’s what social media can do for a business.
In order for that to happen, though, a company needs to realize social media is its own thing. It is not just marketing. It is not just public relations, or advertising, or customer service.
It is a communications platform allowing organizations to interact with customers, potential customers and the general public. This is the value of social media to business.
Current customers connect via social media with a company for many reasons, including to have a pipeline in case they need help or have a complaint, to hear about new discounts and ways to save money, as well as new product or service offerings. Potential customers can discover your company through social media, and you can use social media to quickly and naturally communicate with the general public.
The individual who reached out to Scott Monty was able to do so and set the wheels of resolution in motion in less than 30 minutes. That’s good customer service.
To anyone following the conversation between Scott Monty and this customer, this experience goes down as marketing. If any media, including bloggers like myself, are paying attention, this becomes a public relations story. Like it is now, thanks to this post.
That’s the beauty of social media and that is why it naturally reaches across the silo-structure that exists in many companies.
It is also why fully implementing social media in companies takes time and causes strife, because our org charts are created based on tasks, purposes, duties and expertise.
The marketer wants social media to live in their silo because they hear people using the term “social media marketing.” The PR person wants it because they’re already responsible for all outgoing messaging. You have technical people saying social media belongs with them because it’s technical in nature, and you can even have other departments wanting their own social media presence run by their own employees.
Operating in this atmosphere may still produce some Twitter accounts, a few social media press releases and a slathering of social media stuff, but it won’t allow for what social media can really do for an organization.
In the example of Ford’s Scott Monty, he was in a position to respond to that customer’s issue because he was given time to be on Twitter, he is plugged into Ford’s massive structure, he has the blessing of Ford leadership and he could interact with the customer without fear of having his hand slapped.
Keep in mind, the conversation between Scott and the customer happened in real-time on Twitter for the whole world to see. Anyone paying attention now knows the name of a Ford dealer that has treated a customer poorly. Scott could have taken the conversation with the customer behind closed doors with a private Twitter message, email or phone call.
But Scott knew the damage was already done. The customer had already told the world that she was having a problem with a Ford dealer. Had he taken the conversation private, her complaint about the dealer would stand alone, without any knowledge that Ford had resolved the issue.
Scott needed to reach a public conclusion with the customer so that the public conversation would be resolved. Whether he damages that dealer’s reputation a little by having their name aired publicly is irrelevant because of scale.
It was more important that Scott show Ford is responsive and cares about its customers than it was to protect the dealer because fewer people listening into the conversation will ever have a chance to visit the dealership anyway. All of them, though, have the chance to buy a Ford.
How many PR people or how many leaders at your company would be OK with Scott’s actions?
It’s not easy embracing and making room for the shift social media is bringing, but it is going to happen. The organizations who fully embrace the shift now are those who will have more loyal customers, a stronger brand and growing customer base.
Those that don’t are the companies that will be playing catch up to how brands and businesses communicate with the public in the 21st Century.
Social media is not a fad and it’s not a marketing or PR tool. It truly is a communication platform allowing organizations to interact with the public, and it’s here to stay.
Did you miss part one of “Social media puts on its business suit?” Read it here.
- Nick Barron, Green Buzz Agency Social Media Consultant
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