The Dos and Don’ts of Social Listening

In my line of work, I get to see some insanely great and painfully bad examples of customer service via social media, especially on Twitter. I’ve had firsthand experiences with both lately that are worth talking about.

One thing that community managers often instil in their daily routines is real-time monitoring for brand keywords. This (in theory) allows them to react quickly to customer complaints and questions, as well as identify and engage with potential leads. Unfortunately, it’s something that can be done poorly, as you’ll see in my first example (normal etiquette would usually push me to hide the identity of the guilty account, but I love embedded tweets so):

What the?! When I first saw this tweet in my @ feed, I had no idea what they were talking about. What latte? I hadn’t had one that day. Imagine my surprise when I expanded the conversation to  show that they were replying to a tweet I sent almost two years ago!

Let’s take a look at what Takeya did wrong:

01. The tweet was not timely
02. The tweet added no other value to my day
03. The tweet didn’t even make sense for what I said at all
04. The tweet was sent out of context: Takeya sells iced tea. It’s pretty much winter here.

I was talking about a chai latte cupcake recipe—not an actual latte, silly! Anyway, I didn’t bother responding. This was an unfortunate way to turn me off your tea before I even knew you existed.

On the bright side, certain brands are definitely getting it right. WestJet has a long history of outstanding service on Twitter, and I’m a personal fan/frequent customer. Luckily for Sugar Crisp, their community managers are also doing a fantastic job getting this retro cereal back on the scene.

I tend to engage with sponsored tweets often, if they’re well placed. I’m super nostalgic and this tweet brought back some good memories (my brother was pretty much a Sugar Crisp addict during our childhood):

About twelve hours later, they asked me to DM them. That was pretty cool and unexpected, but this second tweet is what got me (I wasn’t following them yet so they couldn’t DM me). Can’t you just hear Sugar Bear talking in his cool, smooth voice?

The conversation continued via email, where Noise Digital (who is managing the campaign) got my mailing address and arranged for a surprise package to be sent to me.


Sugar Crisp SWAG

Just a little bit excited

They even kept following up until I let them know the product was safe and sound.

Well done, Sugar Crisp, well done.

Excuse me now, I have to go enjoy my spoils of social media for breakfast.


PS This post was not sponsored or solicited by Sugar Crisp. I was just pumped about the whole thing.


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