Social Media Policy Companies aren't really set up to interact efficiently with individual customers. Companies are organizations, filled with teams of people, doing their particular tasks.
Companies have lots of customers. Individual customers can, and do, get upset, when the company disappoints them. Now, thanks to the many channels available to them, customers - even one customer - can make a big stink, in a big hurry. Marketers need to react quickly, and in the right way.
This is a big problem for everyone right now, particularly in marketing and customer service. Unfortunately, I see more "head in sand" behavior than a mature recognition that this is a problem that must be handled, and not just at the tactical level.
C-level executives aren't thinking of social media strategically, and they haven't thought through what they should do if they suddenly find themselves in a social-media firestorm.
Instead, they are thinking of social media as another marketing tactic, and a (...) Read more? Sign up for free