In full disclosure, I sadly report that MLopez2.8 has "upgraded" to MLopez2.9, which though it seems like a good thing, just means the blogger is becoming more obsolete. ;) Just didn't want to be accused of not being transparent, one of the many key points in the Starbucks case (Gallaugher and Ransbotham) reading I did for this week.
This case was incredibly useful in showing how to integrate the different components of a social media tactic, through their 3-M model. I'll focus my post on one of the pieces of advice the authors gave, because I've heard it now in two different classes and it seems interesting to me: providing guidance, rather than strict rules, to employees.
It seemed ironic to me that in a world that is so loose, where anything goes, that the recommended strategy is to give guidelines, rather than specific commands (thus increasing the "looseness", which companies tend to dread). Starbucks' guidelines includes "be human", "be humble in replies", "share timely information", among others. So when Bob the Tweeting Barista faces a ranting customer, he uses these guidelines and his own judgement to react. In essence, his reaction may be very different than another employees reactions. Yet, Starbucks has done a fantastic job at addressing customers needs and being a pioneer in the use of social media, so apparently the guidelines work.
In our CRM class, we had Doug Woodard from Staples come in to talk about customer service at his organization. And he offered the same advice - don't give concrete rules, but rather, offer guidelines. "Be accountable"* and "Put yourself in their shoes"* are some of the ones that Staples uses. And like Starbucks, he said these guidelines have done wonders for customer service. Not only do employees feel empowered to take matters into their own hands, but consumers feel individual and appreciated, because the communication is tailored to them.
It all makes sense, really, but with so many different situations arising in social media (think: Dominos You Tube video - THE Dominos You Tube video), it would seem the guidelines need to be pretty comprehensive to cover all situations.
So, my question to you is, what are the top three guidelines you would give your employees who managed the social media space at your company?
*These weren't the exact guidelines, I just remembered the gist of the content and put it into my own words as an example.
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ReplyDeleteMaria, what a good question! I think my top three guidelines would be 1) Be honest but not divulgent 2) You can't solve everyone's problems in 140 characters and 3) Never say anything that would result in confusion, extra questions or frustrations on the part of customers.
ReplyDeleteI agree with Starbucks that SM media is best used "to make friends, not offers" and so intelligent people have to be the customer facing social media mouthpieces, walking the fine line between not looking calculated and making sure you don't promise the company to people. I think that Starbucks' guidelines are very interesting and they work for that company, but they already deal with a lot of criticism, cynicism and nastiness so they are free to have such vague guidelines - they have nothing to loose!
Interesting question, Maria. I think I'd go with 1) Be understanding, but not patronizing, 2) Make friends, not offers (I'm stealing this one because it's a great rule), and 3) If you're not sure how to react consult with others in the company.
ReplyDeleteI really like Ryan's second guideline. You're never going to be all things to all people, so understand that and don't try to be.
I would go with:
ReplyDelete1. Be upfront that your opinions are not company opinions
2. Stay positive
3. If you can't answer the question in 140 characters, don't try. Use the right tools to give the best service.