Today, I was discussing using Twitter to fellow employees and I had an epiphany when I was explaining some of the practices our company uses when replying to people in social media. I’ve thought of a good litmus test to see if a brand truly cares about their online audience and I’ll explain it below.
If they respond cordially, then you might have a winner on your hands. I have deep contempt for brands that discriminate between their audience by followers, Klout or other social measures. Everyone deserves a brand’s attention if they intend on earning people’s attention. Everyone is a person. Not just a lead. Not just a follower. But a person with very basic human needs.
Now, a blanket “hello” may set off red-flags among first-responders that you’re a spam bot. Instead, simply ask a casual question for an intentional reply. If you don’t get an answer, that should speak volumes.
While this litmus may appear extreme to some, I think it proves these points:
- A brand listens, cares and truly serves their audience.
- A brand respects people irrespective of potential gains or losses.
- A brand that starts the relationship well is better positioned to continue the relationship.
- A brand that does nothing, replies automatically or simply pitches themselves risks the relationship for a mere transaction.
That said, it’s my belief that businesses that use Twitter had better be responsive. Not only are customers (and snarky social media pundits) watching, but so are your prospects.
Say hello to your favorite brand. Do they care about you? I’d love to hear what you think. I just might try a short experiment and share the results with you soon.
Image credit: ukaaa