A few years ago a new bakery in an inner Sydney suburb had a novel idea. Every time it baked some rolls or cakes the owner sent a tweet to announce it. Local people working on their computers saw the tweet and found themselves salivating. In proof that the Pavlov’s dog theory is true, they flocked to the bakery in large numbers to satisfy their taste buds. It is a wonderful example of the skilful use of social media as a marketing tool. It quickly became an award winning business.

However, the University of Sydney’s social media guru, Laurel Papworth, said just using Twitter or Facebook for marketing is short sighted. ‘Companies use social media to push information out as if it was traditional media like a television station or newspaper’, she said. To be really effective though, Laurel Papworth said social media should be a two‐way communication. ‘A good customer service approach is a lot more beneficial for companies attempting to connect with and engage with their clients’, she added. 

A case in point is Telstra. Telstra recognised early that standard responses to customer comments and complaints do not work on social media. But the marketers at Telstra are clearly dominant.

When I look at the main Telstra page on Facebook, which is a marketing and promotion page, and then look at its customer service page, it’s hard to tell the difference. It’s such a shame because they used to get it right.

Both pages are dominated by advertisements for Telstra products and services. 

Woolworths is another example. It has a presence on Facebook but not on Twitter. Woolworths described Twitter as ‘a window to customer complaints it doesn’t want to open’. It also said it can have a more detailed conversation with its customers on Facebook.

Laurel Papworth said that is a bit like calling a company that keeps redirecting you to a new department each time. ‘If you’re on Twitter and don’t like Facebook, being told to go to Facebook won’t empower you to feel better about Woolworths’, she added. She said there are many positive comments about Woolworths on Twitter, about some of its campaigns, about some of its social entrepreneurship. ‘Yes, there are complaints as well, but Woolworths is not hearing them by insisting on listening on another channel’, she added. Which means it is not addressing those complaints.

So what does a good corporate social media strategy look like? According to Laurel Papworth there are five key considerations.

1. Know the purpose and value of channels like Twitter and Facebook and understand why you use them.

2. Keep marketing and customer service separate. Marketing and PR people should not be answering customer service questions.

3. Know your target audience (e.g. is it retirees or teenagers?).

4. Be where your customers are (i.e. if they are on Facebook, that is where you should be).

5. The best marketing and public relations is fantastic customer service.

QUESTION

Have you, or someone you know, engaged with a company on social media recently? Thinking about the interaction, are you now more or less likely to use the company’s product or service? Why?

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