ILANA FOX
Social media relationships take serious commitment
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Social media is great fun, but like all relationships there’s a serious side that can’t be ignored
In the last two years there has been a steady rise in brands wanting to get involved in social media. We know it’s the new, inexpensive way to increase brand awareness and boost sales, but I’ve been wondering about the moral implications of companies cashing in on people’s chat.
We all know people have emotional connections to their favourite brands. I prefer Starbucks to Caffé Nero, Apple to PC, and Virgin Atlantic to British Airways. I’m happy to wave their flags and say I have an affinity with those companies and their products. It’s this sort of intense customer loyalty that all companies strive for, and many marketing departments think using social media is a quick way to get it. Well, it is, but not without risks.
The argument goes that a brand which connects with people on social networks will then get fully engaged, spend-happy customers in return. In some cases interacting with consumers via social media can have that effect. But the assumption is the relationships you build will be positive and healthy. To ensure that, however, you need to connect with the right sort of customer and behave in a way befitting your brand values.
The thing is, like all relationships, it could go wrong very quickly. What if the reality of your brand online is different to what people expected? What if you end up having a relationship with someone who becomes a wildcard? And what are the moral implications when a relationship with a customer starts to fail? Do you work at it or end it?
The first thing most social media consultants would suggest is to have a document that has policies and procedures for damage limitation. But unlike the usual documents that look at media law issues such as libel and copyright violation, I’d suggest you go one further. You need to understand how your brand would handle various emotional issues on social media, and how you’d deal with them internally too.
Imagine you have a relationship with a man called Bob. You’ve got to know him well. He buys your products, bigs them up and you think of him as a brand ambassador who provides great feedback. What would you do if Bob threatened suicide? What are your moral responsibilities?
Social media is great fun, but like all relationships there’s a serious side that can’t be ignored. Companies have a moral obligation to their customers if they say they’re on social media to develop a better understanding of them, and brands need to be there for the bad times as well as the good. If you’re interacting with a customer on social media and you panic at the first sign of trouble, you’re not really having a relationship or investing in what social media is all about. You’re having a one-night stand and you’ll get the reputation you deserve. Using social media is about investing in something long-term with your customers. Get it right, and they’ll be in love with you for keeps.
Readers' comments (5)
Dan | Wed, 30 Jun 2010 5:33 pm
It's social media for christ sake!!!! An alternative, throwaway platform for alternative engagement, not the Samaritans!
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Sarah | Wed, 30 Jun 2010 8:31 pm
Dan don't be a dick. If you're cultivating a community of people, you need to take responsibility for the relationship you start with your customers.
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Anonymous | Thu, 1 Jul 2010 11:14 am
Sorry to chime in here, but, to quote McEnroe, you can't be serious. This is utter claptrap. If people take being a fan of a brand on FB that seriously then suicide might be their best move.
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Karen Browning | Fri, 2 Jul 2010 9:05 pm
I agree with llana I think it's good advice.
Some websites court readers for online communities but the moderation staff wouldnt know how to handle the volatile relationships that people create with other people online.
I think if brands are using social media they definitely need to be aware of the implications of dealing with people who are unstable. If a person said on Twitter that they hated a brand and it ruined their life and they couldnt cope anymore how would that brand deal with it?
I think this is an important question to ask, and I think that as more brands go into social media and develop brand personalities, people will become attached to these personalities, and the people at the brands running them should be able to handle all consequences.
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Amy | Fri, 9 Jul 2010 4:57 pm
Every man and their dog are jumping on the social bandwagon now but let's remember that social media's intended use is as a communication tool and not a marketing one.
As soon as you start interacting in online communities you should consider how you'll handle difficult situations. Following someone on Twitter or being their friend on Facebook makes you privy to all sorts or personal information, a lot of which is admittedly overshares.
The suicide example Ilana gives does not necessarily refer to a customer threatening to harm themselves because of the brand, but rather if you follow them on Twitter you will come across all sorts of personal information pertaining to their mood and feelings. In some extreme examples this may not make for pleasant tweeting. If you've built up an online relationship with this person, you need to consider your moral obligation to them.
Consider this. If a regular customer that knows all your staff came into your shop shouting that they wanted to harm themselves, would you ignore it and just hope they went away? If your customer service call centre received calls of this nature or perhaps threatening illegal activity. Would you ignore them, or do you have procedures in place to alert relevant authorities?
When there is a safety or a privacy concern, like a cry for help, brands do need to address it. There are internet bodies and organisations that can pick these things up. Anyone looking to start participating in social media would do well to chat to some decent agencies with experience in community management and moderation.
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