SCHWARTZ CROSSROADS

Old School Social Media Lessons You Won't Find In a Textbook

This week, I experienced the best and the worst that social media has to offer. One brand committed an epic FAIL, while another drove home some overlooked points and won respect (and likely customers).

First, let's look at a case study in what not to do. By now, most people have experienced Twitter auto responses when they start following someone. I tend to advise my clients to not use them. Twitter is about personal engagement. A canned response is anything but personal, or engaging.

Yet yesterday, I received an autoresponse that my colleague Tom Parnell stated "could be the textbook example of "what not to do." I agree. While I will not reveal the name of the offender, the message has to be shared.

"Hey there {firstname}, thanks for the follow! I really appreciate it! I can't wait to visit {location} and meet up with you."

There are so many things wrong with this, but beyond the failed script - why would anyone think a Twitter follow is an invitation to visit me in person? Make sure your response is authentic appropriate.

Remembering Old School

On a more positive note, Herb Connolly Acura of Framingham, Mass., is an example of a company that did something very right. Too often in the social media world people focus on Twitter, Facebook, MySpace and LinkedIn. They forget the Web 1.0 communities that brought people together and still do - listservs and message boards.

Chris Connolly, the president of Herb Connolly Acura of Framingham is not someone who overlooks these communications channels. Framingham has three very active listservs. Framingham is one of the largest towns in the U.S. (66,000 people) and there are more than 1,200 subscribers to the listserv (about 2% of the residents subscribe - a small but engaged group).

Yesterday, a subscriber posted a complaint about the prices at the Connolly dealership and said that people could get the same service for lesser prices at independent mechanics around town. People in Framingham listen to recommendations on this listserv and the wiki, so this type of complaint could have a negative effect.

Chris Connolly's responded directly to the customer complaint. It was prompt, professional, addressed concerns and also highlighted the benefits of the service. (Following is the text used with Chris's permission - I just removed some names.)

"I've seen the messages posted about our prices and our services earlier. I will say that we are always very conscientious about our pricing for our work performed. We constantly check the market against other dealerships and independent facilities. I don't think it's fair to compare the price of services performed when the worked performed is not the same. I know that [X] does not have an alignment rack at their shop. Whenever we perform a 30,000 mile service we also perform a four wheel alignment. That is $99.95, so our prices were actually very comparable, within $20, according to [consumer] when that is taken into account.
 
"As for the tire we always suggest factory recommended tires. We offer the same brand and the very same speed rating as the vehicle has on it when it's purchased new.  Again we're very competitive when we price our tires and all of our tires come with road hazard protection, so if you damage it hitting a pot hole or something else in or next to the road, you can bring it back to us and we'll replace it for free. Of course we can always offer anyone a cheaper option, something that isn't factory recommended, as many of the tires stores do today. 
 
"We always wash, wax and vacuum every vehicle that comes in for any service, including an oil change, for free. We check for any service bulletin that might have been sent out about your vehicle, offer free loaner cars or a shuttle ride to home or work. We also have free Wi-Fi in our waiting areas at anyone of our dealerships. If you find your vehicle is ever returned dirty or the work is incomplete or you feel like you didn't get your money's worth for any of our work, then I want to know about it.  Please reach out to me at [cconnolly at herbconnolly dot com] and let me know. We want to take care of your car and make sure that you are happy and we've exceeded your expectations every time you visit."

To me that is a textbook response and one that needs to be applauded. It was on message, addressed the major concerns and was customized.

(Note: I am not a Herb Connolly customer and have never been there. This is not an endorsement of the service or the dealer.)

Companies and communications professionals need to remember - even a customer complaint is a chance to win more customers. And the old channels can't be forgotten.

Posted by Mark McClennan on January 29, 2010 at 9:25 AM