In Digital Marketing, while content is king, community management is the king’s heir. What happens when your perfect pitch was able to achieve viral levels of reach due to the ads you employed it with. When the crowd notices you and they start coming, you need crowd control. Or, community management in the online parlance.
We have all been there at some point in our lives when something breaks down and we need to do that dreaded thing called “Calling Support.”
After we’ve punched in the hotline number, a robotic voice clip directs us to do one million things, but if you’re patient it finally reveals the secret to talk to a real person which is, “Press 0.” A chirpy voice greets us and asks how he/ she may help. While you were readying to shout Hallelujah at this juncture, you need to know that the word ‘help’ in these instances isn’t exactly equated to “making things easier for you” nor “offering their services to make this world a better place to live.”
More often than not, “help” for these voices at the other side of the phone means “I will try to see if the response matrix provides an answer, otherwise you are doomed on your own. Sorry don’t care.”
What’s the next best thing to do aside from throwing your phone across the room (which by the way, really helps in getting out all that tension)? Hunt for the company’s social media sites and prepare to break their community manager’s picnic.
And this works because brands are invested in their online reputation. They are very sensitive to netizen’s comments because these have the ability to reach a lot of people in a short time. Deleting them would be futile, as the platforms have relatively democratic policies with regard to user content.
Just ask Justin and his experience with shampoo brand Head and Shoulders:
And Chip, who isn’t seeking any redress but simply to connect with Applebee’s, who at one point of this adorable virtual friendship, even helped him pick out his Halloween costume:
And in the local scene, international chain Mcdonald’s tries to pacify this complaining customer:
So you see, the real king here is real time marketing. When the spotlight is on you, you have to perform and you must perform well.
A little care goes a long way in social media.