• tynansanger

    I’ve noticed a lot of the times, when technical issues are involved in creating a social media controversy, it takes a website a long time to figure out what the problem is before they address it. Would it be better to have the equivalent of “we’re working on it” on social media sites?

  • http://vark.com AlisonatVark

    As someone who uses social media to stay in touch with our user base, I think this article brings an important issue to light. This idea particularly resonates with me: “But unless you’re prepared to perform root and branch surgery on the way that your company works, and put the customer at the heart of everything that you do, it won’t make a difference as you’ll always be fighting fires.” Kudos on a great piece.

  • http://www.brickmarketing.com nickstamoulis

    Great point, large companies should indeed ramp up their social efforts even more to communicate with customers to avoid viral reputation management issues (like the United video)…it does start from the ground up with customer service and sales departments of most organizations…

  • stuartpturner

    Excellent post Ciaran!

    Using networks like Twitter to listen to dialogue and identify the problems in your business which have caused those conversations to start is much more productive than producing viral responses.

    I think in all the excitement some people have forgotten the fundamentals of business. You can’t spin events in your favour online or brush them under the carpet like in the old days. Businesses who try and do so are crucified, whereas those who make a concerted effort to use this information will end up with more happy customers in the future.

  • coplandmj

    This idea will scare a few marketing teams out there, because it highlights that their efforts aren’t a real solution to the problem when it comes to the next guy whose guitar is mistaken for a rugby ball. Public relations teams are thought to deal with the public, but I suspect they’d do well to spend some more time relaying what the public is thinking and saying to people of all levels in their companies. What use is a cute YouTube video if the baggage handlers at O’Hare (or wherever it was) have never seen, nor heard, nor cared, about it?

  • http://www.rimmkaufman.com George Michie

    Best Social Media piece I’ve read this year, Ciaran. Great stuff.

    Just as Iran and China have learned recently: no one has control of the media any more. The media is everywhere and reports instantly on what it sees.

    Fundamentally, it’s gotten much harder to hide bad behavior. This will be a very good thing for companies that can stand up to the scrutiny, and a very bad thing for those that can’t.

  • http://www.mindshareworld.com Ciarán Norris

    Thanks for the comments guys, good to know that it’s got people talking.

    Of course just as I argue that businesses need to be built on customer service, and a respect for the web, rather than a slavish adherence to the latest fads, Ryanair constantly proves that people will put up with just about any old rubbish if they think they’re getting it cheap. http://www.travolution.co.uk/blog/2009/02/what-happened-when-a-blogger-d.php