Comments on: Screw up? Beware of social networking!

By: Stuart Morcombe

Stuart Morcombe — Tue, 23 Feb 2010 15:31:43 +0000

Agreed! One of the things most companies don’t have is a policy & procedures document for communicating via social media.

There are some interesting challenges to operating in 140 Characters or less.

By: John Frenaye

John Frenaye — Tue, 23 Feb 2010 15:26:00 +0000

Very true Stuart. Also important is how these companies handle the issues. Social networking is almost forcing a new culture among many companies.

By: Stuart Morcombe

Stuart Morcombe — Tue, 23 Feb 2010 15:17:40 +0000

Social Media is only double edged if companies are not listening via Twitter/Fan Pages.

How lucky are companies now to be able to see and respond to consumers that are “telling their friends” about their negative (postive) experiences.

Complaints to friends used to be done at dinner parties or at the water cooler where no CEO could nip it in the bud.

Companies are asking for the criticism if they ignore access to the open dialogue to their customers soul.

By: John Frenaye

John Frenaye — Mon, 22 Feb 2010 21:35:33 +0000

Good catch. Will correct. Thanks. The column was not necessarily if WN was right or wrong–but the dangers of social networking!

By: Joe Buhler

Joe Buhler — Mon, 22 Feb 2010 18:33:13 +0000

This latest episode with Southwest is another key reason why companies today have no choice but be engaged in the conversation taking place about their brand and customer service on the social web.

Southwest and JetBlue are airlines that have taken this to heart and invest in the resources necessary to be able to respond in real-time to complaints. The legacy carriers are still lagging behind and last year’s infamous United broke my guitar video is evidence of that lack of awareness and sensitivity which can exact a high price.

We live in a world of radical transparency and there is no place to hide. Not paying constant attention to the conversation is not an option any longer for businesses of any kind.

By: Jonathan

Jonathan — Mon, 22 Feb 2010 17:58:35 +0000

I think the word you’re looking for is “exacerbate.” Situations have no emotions and cannot become exasperated.

Also, Southwest did not screw up by tossing Kevin Smith off the plane. He knew he was a two-seat guy at the time he bought two tickets for his original flight. I’m sure Southwest gained far more customers (and far more easy-to-haul customers) by protecting the rights of the people seated near him than they lost from indignant sympathizers.