I’d heard Molson is releasing a shandy under the Rickard’s line and I thought it might be cool if (my favourite Alberta) brewery is planning a shandy release.
So I asked the brewery’s Twitter account last night: What are the chances <brewery name> has or is working on a shandy for the summer?
I got my response this morning: You can check out our brewing schedule to see what we’re up to this summer.
And the person behind the account added the website address. Not the URL to a specific page, mind you. Just the main landing page.
Since I hadn’t had enough coffee, I responded with my trademark snark: Thanks for being informative and engaging!
I’m not sure they got the intent and then let me know specifically that the brewery is working on a fruit ale.
Now, I’m all about using social media to drive traffic to a website (for 99% of you, that’s how you got here). But if you aren’t going to address a customer’s needs with direct, friendly responses, you stand to lose that customer.
87 per cent of respondents to a survey say their online social interaction with the company “positively impacted” the likelihood they’ll purchase from that brand
Consumers 18 to 29 years old are more likely to use a brand’s social media site for servicing interactions (43%) than for marketing (23%), showing the importance of incorporating social media as an emerging customer service channel
So, yes, it’s important for brands to be on Twitter and interacting with customers, both existing and potential.
But it’s even more vital for the person handling that person’s Twitter account to be responsive, engaging and informational.
Consider my Facebook friends’ reactions:
That’s not customer service; it’s condescending and kind of rude and tells the person that their complaint is being “addressed” by a robot. ~ L.V.
I don’t “tweet” but in the costumer service industry, I would call that the easy way out! So NO! ~ K.E.
And from a Twitter friend:
@that_angela No. The question should be answered as best as possible (depending on medium) and a link to the appropriate web page included.
Had the brewery account said “no, but we have a fruit ale on schedule; check it out!” and then sent me to a specific landing page, my knickers might not have gotten into a knot and this post never would have happened.
In the meantime, I’ll crack the lid on a couple of those Leinenkugel’s Summer Shandy cans that I brought back from the states this week.