Sharon's restored North Face jacket, back from the abyss
When I talk to people at other companies about using Twitter, starting a blog, etc., you can often feel the fear in the air. Participating in the social media conversation means that people are going say nasty things about you sooner or later. They will get snarky, rude and vent. And those comments will show up in a Google search.
But by openly engaging your customers, social media also is a chance to encourage them to write, design and create wonderfully valuable stuff that will have more positive impact on you and your company’s brand than anything the highest paid ad agency on Madison Avenue could create.
And all of that great stuff will show up in Google too.
Take a minute to read about how the outdoor company The North Face took the time to care about my blogger friend Sharon. Even though she was expecting to get blown off, they treated her like a valuable client.
By doing a complete makeover of the cherished jacket she sent back to them and taking the time and effort to make things better, The North Face has guaranteed the next time anyone who ever meets Sharon mentions jackets or outdoor equipment, that person is going to hear her tale of monster customer service. And because the story will come from a fellow consumer, it will have a ton of credibility and influence.
Here’s how the upside to social media has already started working:
She started spreading the word on her blog. I’ve picked the story up here and also sent the 500+ people following my Twitter account a link back to her blog. I did this because I found her story such an impressive example of top-notch customer service in an era where businesses seem to care less and less.
So jump in. You’re going to get knocked around a bit, but if you’re on your game and treat people like Sharon was treated, joining the conversation will all be worth it.
I was at the In Denver Times press conference yesterday. My question about their social media strategy (I asked for their twitter name) created a uncomfortable laugh from the crowd. Mainstream reporters with print, radio and TV not to mention members of the new company who came from “The Rocky”. I fear “they” have a way to go to embrace what is damaging them.
David – Thanks for the comment! I completely agree. Things are being turned upside down and a lot people seem to think the ol’ ostrich-stick-your-head-in-the-sand routine will somehow help.
It sucks that the Rocky Mountain News imploded, but they probably had five years to adapt and it seemed to me that everyone thought if they could just tough it out, sooner or later they would get to go back to doing what had always worked before. They missed the fact that what worked before was broken and was not going to cut it in the future either.