I really enjoyed a recent AP news story, but not for the
problems the owners of Amy’s Baking Co. experienced. Rather, this story crystallizes the ever
increasing power of social media and the rising demand for customer service. It offers all of us an excellent learning
experience.
The article highlighted a business owner (Amy’s Baking Co.) struggling
with constant negative social media posts.
You may recall the name from the series “Kitchen Nightmares.” The
reaction by the owners to these critiques was highly combative. The owners basically called the people
posting negative comments stupid, etc. As my mentor used to tell me, do not
argue with a company that buys ink by the barrel. He was referring to a newspaper. We also hear for every bad experience, the
person wronged will tell 10 people.
Today, a person wronged will tell thousands of people. In short, is it unwise to provoke a person
highly skilled in the application of social media.
The owners’ reaction was so harsh and so negative it inspired
several articles on what not to do on social media. This one from Forbes is one of the best. It is by Ms. Kelly Clay.
Years ago when I lived in Columbia, SC, I drove by a new car
dealership. Across the street was a car apparently purchased from the
dealership. A large painted yellow sign
claimed that the dealership sold him a “lemon” and you do not want to buy a car
from the dealership because it might be a lemon too. I think we do not take these activities
seriously, because it is one man making a claim. Now, take that same man and
put him on Twitter and Facebook. Others will read it and they may add a gripe
they have. If the message is written in an intelligent manner, it may lead to
more critical comments. For a business,
that is a real danger, especially if you throw lighting fuel on the flames.
This brings me to the second part - customer service. Experience tells us to admit to a problem,
show a solution and offer something of value to the dissatisfied customer. Telling a customer that they are stupid or
just plain insulting them will never get you very far (recall the previous
paragraph). As a business owner, you may
disagree with a customer, but remember, social media is about words used to
generate emotional responses. How do you
show humor or irony in 140 characters? It
is very difficult. Equally important, it is easier and probably the right
approach for a business to admit the customer may have a point or politely
correct a misconception. And, be sure to read the Forbes article, the link is
in the article.
