I love social media. When used correctly, social media can help businesses multiply their impact and create the brand image that they desire. Social media used correctly is the difference between a retail store with a professional sign, and a retail store with a 8x10 piece of paper taped to their window.
That said, there are a few companies that stand out with their social media presence. Some companies just do things right. I'm starting a new blog series where I'll be highlighting brands that have great social media marketing. These companies make their social media sites look like a cozy place for their customers to sit by and rely on. There's probably a fireplace and a cup of coffee waiting for them there...
1. Starbucks. If you guys follow me on Twitter (If you don't already follow me, here's a shameless plug to my profile: @Elysia_Regina YIPPEE, let's tweet together!), you know that I'm a Starbucksaholic. I will openly admit this, and I often post on Twitter about strange things that I see at Starbucks. For example, today at Starbucks there was a man with a trash bag full of wool socks. Trust me, I don't make this stuff up.
Anyway, Starbucks's Twitter presence is impeccable. Their social media team responds to nearly every tweet, and honestly does their best to resolve issues and offer a humorous response when appropriate. They offer suggestions on food choices, and answer questions about their drinks (For example, what their new Flat White drink is).
How to be like Starbucks if you're looking to improve your social media presence, particularly on Twitter? Here are a couple helpful tips:
1. No inquiry is too small. Someone tweets at you saying that they were dissatisfied with the music played in your restaurant. You may not want to respond, because if they don't like your music, then why not just go somewhere else? You should respond, because every customer is important. Sure, they could go somewhere else, but why not WOW them with your public response? Here's an example (I'll be using @ThatSandwichPlace as my business example. I don't know any restaurant named that, and it is purely for example purposes):
HATE TWEET: @ThatSandwichPlace, your music reminds me of a scratched cd playing in my eardrum. Sincerely disappointed, @RestaurantHater123:
YOUR RESPONSE: Dear @RestaurantHater123: , we're sorry to hear that our music wasn't to your liking. We'd love to make it better next time. Any suggestions? Sincerely sorry, @ThatSandwichPlace
First of all, @RestaurantHater123 will probably be shocked by your response. Let's keep going:
HATE TWEETER: @ThatSandwichPlace, I don't know, some Sinatra?
YOUR RESPONSE: @RestaurantHater123, We love Sinatra, too! Come by next time, and we'll do our best to get him on the playlist.
HATE TWEETER: @ThatSandwichPlace Thanks! I'll be back.
Hurray, you have turned a mad customer into a return customer! This may not work in every circumstance, but see how that was turned around? One customer is sometimes worth a hundred customers. If you honestly can't solve the situation, an apology often fixes a multitude of issues. Apologize, and say that you hope their next experience is better. My point is this: someone saying that something wasn't what they expected doesn't seem like a big deal, but it is. If you respond in a timely matter with either help or an apology, most likely that upset customer will turn around and tell their friends how you fixed the issue. Sometimes the "smallest" issues have the biggest impact.
2. Be fun. This is a subjective suggestion, because I know that some brands seek a highly business-like approach to social media. That is fine, but Starbucks isn't like that. I love social media brands that lean toward the light side of things. Are you funny? Be funny! Respond to people with humorous interjections such as Starbucks offers. For example:
CUSTOMER/ TWITTER USER: @ThatSandwichPlace Your sandwiches are cool.
YOUR RESPONSE: @RandomUser, Gee thanks, we think you're cool, too! Come again and we'll be cool together?
That response is relaxed, fun, and suggests that the customer comes back. It gives a face to your brand. It's not mechanical, it's real. It's sincere, and I love brands and companies that are sincere. It creates a sort of trust between business and customer. Some companies may be scared to be a customer's friend--they may think it's unprofessional--but I disagree with this. Be their friend. Smile, act goofy, shake their hand and if you're That Sandwich Place, make them the best sandwich they've ever had.
In summary, if you want your business's Twitter presence to be similar to Starbucks's, then be fun and treat every inquiry like it's a big deal. This will please your customers and show them that you're real, which are two huge points in this internet age. Until next time!
Connect with me on Twitter where I try to be funny and post helpful things, and follow me on Instagram where I post random photos and lots of selfies.
Twitter: @Elysia_Regina
Instagram: @ElysiaWalton
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