Social media is the new age of doing business and despite sounding cliche, isn’t something that can be ignored. 2008 through 2009 we were still seeing a lot of hesitation.
Now, that’s changed considerably with 2010 and 2011 leading the way in tremendous growth.
While social is a great way to engage with customers, potential customers, and bring value in a very powerful medium, some companies simply don’t get it. One that comes to mind is Boner’s BBQ (yes, that’s not a typo) and how they easily exercised the worst use of social media ever.
Another company that doesn’t get it, after learning more about which kind of surprised me, is LG, multi-Billion dollar maker of electronics and appliances.
At least in my eyes, LG had always made good products and I personally liked the brand in general. Just recently, someone who I’ve gotten to know over the last couple years, Amber Naslund, had her new LG TV simply stop working.
After all sorts of troubleshooting, it was clear that it would need to either be fixed by a professional, or the company would have to send her a new one as the TV was still under warranty and only 3 months old. Fast forward a few days later, and, well, it became pretty clear where the situation was going.
Note: I tried to embed using Storify instead of the image below, but couldn’t get anything to display.
Amber has a very active following of nearly 50,000. Warren Whitlock who got involved, has over 100,000 followers.
Thanks to Warren, upon digging deeper, LG actually has pretty horrible customer service, a whopping 95% negative according to Customer Service Scoreboard and their over 350 comments.
This isn’t just horrible. This is deadly to a business. And to think that LG is ranked third in social media sentiment and has over 12 different Twitter accounts (I stopped counting after that), shows an inherent problem. Many large organizations are using social media as a one way street, a way to plug news and get people to buy XYZ.
One problem: They’re not only NOT using Twitter for customer service which it is amazing for, but they’re plugging more and more products through social, that are backed by horrible customer service.
This is a perpetual cycle. And after someone buys XYZ product and receives horrible customer service in return, what do they do? Chances are, they’ll talk about it online with their friends.
And there lies the problem. A company is talked badly about (and for good reason in this situation), and they do nothing to fix it or address it and in the appropriate social media channels. Again, a perpetual cycle that eventually will lead to an overwhelmingly negative response, a negative response that kills business.
Having great customer service should be a priority.
If a large brand can’t provide good customer service, then they shouldn’t be on Twitter, Facebook, etc., to begin with because sooner or later, it will bite them on the ass. And in this case, LG not only lost a valuable customer, but many more.