We’ve all seen the stand out examples. The brands that tweet out something funny on social media in order attract attention to their account or build up their reputation on twitter.
But what about the brands that are just funny for the fun of it?
When I think of brands responding to customers on twitter, for example, I think of them doing it for the sake of good customer service.
They throw out the classic, “Thank you for comment- we appreciate your feedback.”
Or the generic, “We are sorry to hear that. Can you DM us your information and we will try to find a solution.”
But let’s face it… that’s boring! It’s so commonplace that has little to no effect. In fact, many customers will not follow up or feel better from the response. Unfortunately, however, due to the proliferation of social media and the expectation that brands are ready for immediate response, this is what we often get.
Then comes the example of brands that interact with people on twitter just for fun. In these scenarios their point is not to make a sale or help rectify a bad situation. They are simply looking to have fun! This, of course, is part of them building their brand but I would argue that the effect that these responses have on customers and the community that witnesses this interaction, is lasting and very beneficial to the company.
Other brands have similarly engaged when there was no need or obvious benefit to them. In many of these scenarios, the brands could have decided to not respond or claim the communication with the brand was not appropriate
Here are some examples:
In these scenarios the brands go above the expectation and that is what makes their interaction with customers so special. Customer are much more likely to recommend a brand or stay loyal to a brand if they have positive, especially unexpected, interaction on social media.
Seamless, a food delivery account, takes a risk taking approach to their twitter account. “Before publishing a tweet or responding to one of our fans, we think, “Would I laugh at that? Would I be compelled to share this image? Would I RT this tweet?” Ryan Scott, Vice President of Marketing, explains in this FastCompany Article. Thanks to Seamless’s leadership allowing them to take “deliberate risks,” Scott asserts, “We can try new things and have fun with the latest trends.” Think: photos of a staffer’s hot dog socks or clinking margarita glasses on National Tequila Day.
A Forbes article states:
“We live in an experience-driven world. Consumers gravitate toward those experiences that provide them with the stimulation they are looking for. People have become sensitive about how they spend their time and what inspires them to do so. If a brand focuses more on trying to sell consumers their products/services rather than finding ways to creatively engage with them and solve a need, their brand will be short-lived.”
Let’s experiment! I challenge each of you who have read far enough down into this blog post to see this to tweet at your favorite brands (bonus points to more than one) a question. It can be related to the brand or not but it can not be related to customer service. The goal is to see if you can get a response! Below are some examples-make sure to #IS6621
@Disney Do you have a favorite character? It’s like having a favorite child right? All parents have one but won’t say it. Just curious! #IS6621
@CocaCola Retweet if you think asking “We don’t have Coke, is Pepsi ok?” Similar to a customer asking if they can pay with monopoly money #IS6621
@Skittles what happens after I taste the rainbow? #IS6621
Comment your experience (form the past too) below!