Social Media has never been more pivotal for companies to interact with, and also to come under fire from, their customers. It’s a golden opportunity to connect with individuals and champion your top customers, but it’s also a double edged sword where with some risk could come great rewards or, if it’s not well executed, lasting damage to your brand.
Check out this article for some top examples of this at this link, or check out our highlights from the article, below.
Merriam-Webster makes the dictionary cool
It might be hard to believe, but one of the best social media accounts out there is run by… the dictionary.That’s right — the giant book you only crack open to settle Scrabble arguments. Somehow, Merriam-Webster has built a loyal following of more than 725,000 people by tweeting about definitions and grammar.How did they do it? By seizing opportunities to inform and educate, with a tone that’s funny and confident, like your best English teacher from high school.
If the dictionary can transform their public reputation from a dull reference material to a vital source of trivia and current events, there’s hope for any “boring” brand!
Take it from Merriam-Webster and look for opportunities to share timely, thoughtful content. Use clear language or emojis to make technical information accessible. And don’t be afraid to let your values show through your posts — you may not win everyone’s approval, but you’ll build loyalty and trust with those who choose to follow you.
Oh, and it never hurts to be funny.
KLM improves the traveler experience
Airlines have it rough on social media. By my unscientific estimate, ninety-nine per cent of all messages they receive are from disgruntled passengers who are mad about flight delays, lost luggage, and disappointing mid-flight snacks. They’re a hard bunch to appease, but Dutch airline KLM does it better than anyone else.
In 2014, they launched a campaign to encourage customers to reach out on social media if they had lost items during transit. It kicked off with an adorable video featuring a dog named Sherlock returning forgotten possessions to happy travelers, which racked up over 24 million views.
Unfortunately, Sherlock isn’t actually checking flights for your forgotten headphones, but KLM flight attendants are. And customers still regularly contact KLM for assistance.
Promoting this option to customers has two benefits for the airline: it generates positive stories about returned items, and demonstrates their commitment to customer service.
It also clarifies how their social media team can assist customers. People often tweet at brands asking for help with problems that can’t be addressed in a tweet or a Facebook message, leaving the customer angry and unsatisfied with their unresolved issue. By telling people what their social media team can do, KLM has set themselves up for success.