Last Friday, The Toronto Star featured an article detailing a social media strategy gone wrong by Rogers Communications. In an effort to promote their new service “Rogers1” – a service where users can call anywhere in the world for free – Rogers started trending the hashtag #Rogers1Number. The efforts, however, backfired. Rogers’ customers used the trending hashtag to complain about Rogers, instead of applauding their new service. Users might have seen the new hashtag as a way of attaining more immediate feedback and public attention than they would have received from calling a customer service line. Although the negative opinions of others cannot always be avoided on Twitter, there are a few precautions you can take.
Take a Look at What People are Saying About Your Brand
Before launching a new social media campaign take a look at what people are saying about your brand. If your users/clients are tweeting about poor customer service or inadequate products, segway into a campaign by mentioning your company is doing something to resolve issues faced by customers. As a startup, there might not be a lot of conversation about your brand just yet, so instead, listen to the discussions happening about your industry/product/service.
Take a Positive Spin on Hashtags
Rather than trending an open ended hashtag that can be used in any type of tweet, use a hashtag that calls for positive conversations about your company. In the case of Rogers, they could have used the hasthag “#reason2loveRogers1” oppose to self-promotional hashtag “#Rogers1Number.” Same goes for startups; although there may not be a lot of conversation about your company just yet, taking a positive spin on your hashtags will associate your brand with the same positivity.
Your Social Media Team Cannot Make up for a Lack of Customer Service
Even if Rogers does have the best Social Media team in the business, positive conversations on Twitter will not change the direct experience consumers have with their products/services. As a startup, your employees may be stretched thin but do your best to maintain your customer service because it will save you in the end.
Even After Your Campaign has Taken a Turn for the Worse, Don’t Ignore it
Rogers did take the right steps after reading customers complaints: they started listening and responding to them.This lesson should be learned and applied by startups if you find yourselves in a tough spot.
Startups and growing organizations can learn a lesson or two from large corporate giants like Rogers Communications; in this case, it is what not to do and then what to do after you’ve made the mistake. If you’re a growing organization who wants to learn more about enhancing/starting your social media community, connect with our team.
