I became a troll on social media marketing, but, hey, I got free contacts
Social media marketing is the key to customer service. 1-800-Contacts is company that I believes does social media well, which I experienced firsthand last week. A month ago, I ordered new contacts and it took the contacts over three weeks to arrive. With shipment issues and my order being stuck, I was frustrated. I called the service center and emailed customer service. Customer service offered little to help me. After reading and learning about social media in class, I decided to become somewhat of a troll to 1-800-Contacts. I tweeted at them, complaining about the service I had received. They immediately tweeted back at me and asked me to DM them on Twitter. When I did, they offered me a gift card and free shipping on my next two orders. The use of their social media surpassed their customer service. By becoming somewhat of a troll, my contact with them allowed the brand to keep me as a customer and make up for my dissatisfaction.
A social media account I thought could use some improvement was the Cups of Oxford account in town. I worked there as a barista and the Twitter account is only used to tweet brews of the day and upcoming events. They offer little interaction with their customers. In fact, when they are tweeted at by dissatisfied customers, as well as happy customers, they choose not to respond. They also offer little interaction opportunities for customers; they offer no giveaways or contests. This is very different than 1-800-Contacts, whose Twitter account is used solely respond to customers. For them to be better, I would recommend interacting more and offering compensation to unhappy customer tweets in order to change their perception of Cups.
Originally posted as a blog post on IMCthoughts.