Using social media to drive promotions and customer service

February 8, 2010


I really think more businesses are starting to ‘get’ the potential of social media and the way in which some businesses are using it is very impressive and clever.

For instance, we can all agree that the @BigPondTeam has really done some great things leveraging Twitter. Twitter is the perfect channel for having a whinge and I know from personal experience how some people love to whinge about Telstra and BigPond (I used to work at a Telstra Shop many moons ago). Then all of a sudden this big corporation replies to your frustrated tweet (and pretty quickly, I’ll add), asking if they can help. What? Is this the same company where people complain about being on hold for what seems like hours at a time?

The biggest surprise was the goodwill it generated quickly among Twitter and the trend of users going directly to the BigPond or Telstra Twitter profiles with problems instead of calling up or visiting a Telstra Shop.

Similarly, @StarlightCinemas decided to give away some free tickets to help promote their outdoor cinemas using Twitter. Not only does this work online, as winners are likely to engage and report via various profiles if they won but they are also likely to go offline and tell friends, family and colleagues they won, who will then ask them how it went. Basically driving word-of-mouth on and offline – so simple and yet so effective. I would love to know if their social media activity coincided with an increase in numbers for this year’s season.

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