Why @SouthwestAir Wins @ Social

Apparently this is not my year for airlines. Not even five minutes after landing in NYC last week, my ankle was slashed by an airport employee pushing a wheelchair through the jet way. I was so caught off guard by it, that other passengers of the Southwest flight were the first to condemn the employee who tried to practically just walk away from the incident. After one woman finally got her attention and let her know that she jammed the foot rest of the wheelchair into my ankle, the employee shrugged, half-heartedly asked if I was okay, and then walked off. I knew the injury was probably more than a little bruise, when passengers crowded around me and asked if I was okay to walk. I made a point not to look at my throbbing ankle until I was in the cab, and this is what I saw:

 

A week later, this is what it looks like:

Needless to say --> OUCH.

My mother immediately asked if I filed a report with La Guardia. I thought that was a little much to have to file a report with a NYC airport. I mean, that would literally take forever. Instead, I Tweeted about the incident. What happened next, was incredibly impressive.

Within forty minutes, a Southwest Airlines customer service rep (@southwestgabe) responded to me, DM'd me, and asked for my confirmation number so he could file a report with La Guardia for me, and offered to send me a Southwest LUV voucher. Omg. 

Over the next couple of days, the rep checked in to see how my ankle was doing, and which email address would be best to send the voucher to. Less than a week later, I received the voucher from Southwest. 

Ladies and gentlemen, THIS is how social media is meant to work for brands. Not only did someone immediately get in touch with me, they took ACTION. I think that second part is something a lot of brands are missing these days. Brands have finally taken note that they need to respond ASAP, but they have yet to understand that by responding, they are committing to take action on the consumer's behalf. When you set up your social media team, make sure you not only have the manpower to answer the consumers, but also the resources to help the consumers. As the saying goes, "Actions speak louder than words." Your brand is not excused. 

-Marji J. Sherman

Are You a Good Brand to Date?

Entering the dating world again, I cannot help but notice how similar dating is to engaging with a brand on social media. After all, let's face it, most of us probably spend more time on social media than paying attention to some of our dates. So I've created a little test for you to see if your brand is a first class date, or a dud that leaves the consumer moving on to their next date. 


#1- Does your brand open the doors for your consumers?

My mom judged my college boyfriend on the fact that he DID NOT open the door for me when I went up to Jupiter, FL to have dinner with her. Let me tell you something, there was never a door that boy did not open for me after my mom had a few choice words with him. Ever since, that's been one of my first indications when going on a date with someone new. Let's just say that the non-door openers don't make it quite as far.

The same goes for your brand. Consumers shouldn't have to spend hours searching for your Twitter handle or your Facebook URL. If you want your fans to engage, open the doors for them! Add your social media logos and links to every piece of outgoing collateral, whether it be an email signature or a business card.


#2- Does your brand make good dinner conversation?

No one likes a silent date. I mean, if getting a word out of my date is like pulling teeth, I am already onto the next one. The same goes for brands. If your brand is silent, not answering the questions coming at it from all social networks, then your consumers will move onto the brand who is on social, answering those questions.

However, no one likes an overly-chatty date that talks about no one but himself, either. Arrogance is my number one turn-off on a date, and hence, in a brand. Don't enter the social space with a one-way conversation. Look for ways that you can engage with your consumers, asking them questions about their own experiences, so they feel included in your brand's voice.

#3- Does your brand call the next day?

I know, I know there is some three-day rule out there. Fortunately, I am the girl, and have never had to count to three. Honestly, with the emergence of the speed of social media, I actually find that I've moved on if the person has waited three days. I am onto a different conversation by then.

The same goes for brands-- that three day rule is no longer relevant. While you once had days to respond to written letters and emails, now consumers expect that highly visible FB message and/or Tweet to be answered ASAP.

They also expect follow-up. Absolutely wow your consumers by checking in after their first "date" with you and making sure that their experience was positive with your brand on social media. Don't let the conversation end after the first date.


If you answered 'yes' to all of the above questions, congrats on being a highly datable brand! If you answered 'no', there is still time to become a better date in the social media world. Just think of your brand as someone you would like to spend a lot of time with. Would you like to spend a lot of time with someone who is arrogant and doesn't follow-up with you? Or would you like to spend time with someone who lets you talk about yourself every now and then, and makes sure that the conversation continues after the first date?

-Marji J. Sherman

Guest Post: Tactics for Getting More Positive Reviews From Customers

Readership on social review sites is growing at staggering rates. And, fortunately for you, now you can use this to improve interactions with customers so they’ll give you positive feedback on social media, where current and potential customers can see it.

In 2012, the review site Yelp garnered more than 78 million page views compared to 41 million views in 2010. Recent research shows that 81 percent of travelers find user reviews important (some people visit up to 11 review sites before booking hotel rooms), and 49 percent of travelers won’t even book a property that doesn’t have online reviews.

In fact, the average online review is read by anywhere from 150 to 25,000 people – and – with the surge of smartphone usage, people of all ages and social economic persuasions are using the information out there to decide about their next purchase.

Even if you weren’t aware of the stats, you know that positive online reviews are critical for attracting new customers. Now you need to know how you can get your customers to post more reviews on social media and review sites and draw prospective guests in the door.

Here are four easy ways you can build a deeper connection with your online customer network through positive social engagement.

Tip #1: Give them something to talk about

People are already inclined to share outstanding experiences with their friends, especially when it comes to social media. So your number one job as a business owner is to ensure your customers have a great experience – because being the best is always buzz-worthy.

When you receive customer feedback online, don’t keep it to yourself. Pass the information on to the people who can make a difference in your business – like the regional and general managers and their leadership teams – and empower them to fix the issues quickly.

Encourage general managers to use the information in pre-shift meetings for long term improvement. Reward staff whose efforts yield amazing customer service with monetary gifts and team-wide recognition. Consider creating a Social Media Hall of Fame or provide incentives for staff mentions: gift cards, shift priorities, time off, priority parking – whatever works best for your business!

Tip #2: Listen and respond thoughtfully

A huge part of encouraging more reviews is connecting with the people who post comments about you on social media sites. Did you know that…?

• 85% of customers were “very happy” when businesses respond to their public comments in online forums and social media venues;
• 27% were “delighted” with a public response to their social feedback; and
• 34% deleted their original negative review after being engaged.

By engaging, you’re telling customers that you value you their opinions, and you’re want to make their experience better. Also, apologizing is critical if you want to get your customers to keep posting positive reviews about you. Here are some great tactics for apologizing on social media.

If you receive a negative review, keep calm and think practically. Avoid knee jerk reactions; give yourself a time-out before replying, if you need to, and do your research before you respond. Also, remember that customers don’t usually lie, but they do embellish. Find out the details so you can address concerns confidently. Additionally, don’t send a “copy and paste” answer. Rather, customize your reply to each reviewer by keying off the core messages in their review. Finally, any exchange with a guest online should reflect your organization’s brand image and voice. Ensure that everyone who replies to posts understands how to communicate your brand voice and update the team as that voice evolves.

Tip #3: Ask customers to share, and re-share

The best way to get more reviews is simply to ask for them – two-thirds of solicited reviews will be positive, so you have nothing to lose. Customer feedback is the best way your customers can pay you back for providing an amazing experience. Take advantage and make it known!

To encourage even more reviews offer customers a small incentive for taking it to the web. At the fast casual chain Nando’s Peri-Peri, guests are entered into a drawing for a free meal and a bottle of wine for completing a short survey on their smartphone. Furthermore, make it convenient for reviewers to share compliments with social media communities as soon as possible. Every day that passes after their experience means the customer remembers fewer details. Encouraging reminders before or soon after purchase guarantee they’ll include more descriptive terms in their review, which will catch the eye of potential guests.

Some people have preferences as to which social media or review sites they use – encourage customers to connect with you by making sure they are aware of all your social channels.

Don’t keep your Twitter handle a secret and be sure to plug your social pages on your receipts, on your website and in your shop window. Businesses can also demonstrate their good listening skills by promoting the best social reviews on their own social media properties. In other words, share the love!

Tip #4: Make engagement fun

Smartphones equipped with cameras are already glued to your customers’ hands, so why not stage hot visuals that beg to be snapped and shared?

Take a hint from Smashburger, and run holiday photo contests on sites like Twitter, Facebook and Instagram, or various themed promotions (who doesn’t love getting $5 off your meal for dressing up as a pirate?).

Be sure your online incentives complement your corporate branding, because authenticity rules online.

And, keep an eye out for celebs and influencers that can supercharge your social media connections with real star power.

Playful engagement with personalities after an unprompted Twitter message or Facebook post about your brand will play better in online communities than if you paid them. And non-celebrities can be more influential than you think too – we notice some people with 25,000 followers writing about brands as well.

—-

newBrandAnalytics research shows that little as one percent increase in connection with online reviewers can result in anywhere from 11 percent to 25 percent increase in your overall sentiment.

Encouraging more social reviews is critical for putting your business on the map and getting guests in the door. Determine which tactics work best for inspiring your customers, and then don’t wait: reach out, engage and act. Your bottom line will see the difference.











Whitney Kasle is marketing associate at newBrandAnalytics, a social intelligence company for restaurants, retailers and hoteliers. The company’s approach extracts local insights from volumes of unstructured social media data, pinpointing specific ways companies can improve the customer experience. Its clients include Five Guys, Hyatt, Darden, Chili’s, Dick’s Sporting Goods and more. Follow them on Twitter @nBrandAnalytics.

This Is What Positive Social Influence Looks Like

Less than a week ago, I wrote a post about the responsibility social influencers have to tell their own story authentically so they can help others (You can read the full post here --> http://shermansocial.blogspot.com/2014/04/using-power-of-social-media-for-higher.html). The response has been truly overwhelming. This is just a snapshot of the responses I've received in regards to the original post. I have also received numerous emails, DMs and private messages from women sharing their own stories. I believe this solidifies the core message of the original post --> Tell your story authentically, no matter how uncomfortable the details, and you will reach more people then you can ever imagine, and change lives. Thank you, all, for your support. On a personal level, you will never know how much your messages touch(ed) me. The most important part of this, is that we have opened the doors to a conversation about using social influence for a greater good AND one about being transparent and specifically being honest about abusive situations that needs to be had.

Using the Power of Social Media for a Higher Purpose

As a newcomer to social media, I would look at professionals with large social followings and think to myself, "If I were them, I would use that platform to raise awareness of issues that mattered to me". Well, I guess it's time to practice what I preach.

The past year has been a doozy for me. As my professional life thrived, my personal life consisted of hiding in closets and trying to hide a significant injury from friends and coworkers, that included attending occupational therapy multiple times a week for a right arm injury while I was right-handed and had work to do!

As a natural introvert, it was extremely difficult for me to be honest and open with my followers. I could share all the photos in the world of my engagement, my wedding, but when it came to sharing that I was abused physically, and emotionally, I hesitated. I realized, though, that if people were supportive enough to engage with all of my happy, exciting content, then I owed it to them to be honest about all of my difficulties, as well. While we all can hope that the world is all marshmallows, we know it is not, and it's okay to admit that sometimes.

Want to know the final straw that got me out? I was on a business trip at a professional dinner with coworkers I had literally just met. I received harassing text messages from my then-husband that I was not allowed to be at a dinner without him, even if it was strictly business. I knew I couldn't leave, we had a lot to discuss at the dinner, and I couldn't just walk out on my colleagues. I tried to field most of the text messages that accused me of being the devil and unfaithful for being at a dinner without him, but I could not keep the tears from welling up, especially when I realized he was on his way to a casino to gamble while condemning me for being out at a business dinner.

A coworker noticed the tears, and had the nerve to ask me what was wrong, instead of just brushing it under the rug like so many people before him. The best part was, he didn't stop when I tried to water down the situation. He kept asking questions and digging until he had the full story of everything I had endured over the past year. At the end, he was open and told me that he went through a divorce, and he was okay, and it was actually so much better on the other side. He said his ex-spouse was a manipulator, and while she never physically abused him, she emotionally abused him in exactly the same ways my then-spouse was. He addressed my fear of never being able to date again after going through a divorce, and said that he felt the same way before he went through his divorce, but was surprised and pleased to find it was effortless to date afterwards. He stressed over and over again that he had all of the same fears as me prior to his divorce, but had an immediate breath of fresh air and relief once he was divorced. He said his life was a million times better on the other side.

Wow.

While all of my friends and family struggled to steal me away from my abusive situation, it was that stranger's one moment of honesty, that rescued me.

A week later, I packed up all of my things and left, within six hours.


While I could go on and on in detail, that is not the point of this post. The point is that social influencers have a responsibility to use their influence for the greater good, and it's time that we realize that and act on it. It's easy to sit by and let others be transparent and talk about their hardships, but it's critical that we speak up about our own journeys and understand the powerful influence of social media that we are fortunate to have.

I challenge all of you to think of your own story you have to tell, whether it is your brand's story, or your personal story. Be transparent, be unashamed and be honest. Tell your story authentically, and you will be astounded by how many people you touch.


It literally only takes one person, and think of how many people you touch as a brand and/or as a social influencer. What story are you going to tell that is going to change someone's life? What's your mission going to be? I know mine is going to be to #StopAbuse.

The Social Shift---> It's Time to Embrace Change

There's a change coming. It's human nature to be abrasive towards change, but it's necessary for survival to accept it. So when do our instincts to survive trump our human nature to resist change? Hopefully, the answer is NOW for social media professionals. 

It's hard for us. Most of us were introduced to social media marketing through Facebook. Suddenly, we had a page that could connect us to our fans that we already knew how to use beautifully in a personal setting. Frankly, I rebelled against having a Facebook until a college boyfriend set one up for me so the other half of his relationship status would no longer be a mystery.  After realizing what a detriment Facebook was to relationships, I quickly deactivated mine. Then, something odd happened- I stopped finding ANYTHING out about house parties, live music and school events. I realized the only way I was finding out about the events in college was through event invites on Facebook. Within a week, I reactivated it. This was also the moment it clicked for me that Facebook was a valuable tool for promoting. As a public relations major, I immediately began playing around with how to promote different ideas, events, etc. on Facebook. This was my first taste of 'social media marketing'.

Fast forward a few years, and now I am faced to completely change my philosophy on social media marketing, because the very network that sparked my passion for social media, is the very network that is making it impossible for me to focus on what is important --> organic fan engagement.

So, it's safe to say, half of the fear of moving on from Facebook is that it is at the core of what we know about social media. Our first social media strategies most likely heavily involved it, and our first wins probably took place in the form of a viral post. It's hard to say goodbye to something that lives so vibrantly in our career highlights. (It's important to note here that I am not suggesting to do a mass deactivation of Facebook brand pages (although that might get the point across to Facebook), but I am saying that it does not deserve the full-time commitment it might have once received in your social strategy plans.)

The other half of the fear? --> Having to answer the question of, "Where do we go now?" The truth is, there's not much to fear here. Facebook strategies didn't exist when Facebook started. We took successful public relations and marketing strategies and adapted them to a digital atmosphere. That's all we need to keep doing now. We just need to adapt them to new networks.

What new networks? Wherever your fans are. Fans are tired of the constant advertising space Facebook has become, and are also spending less time on the network*. Whether you hire a market research firm to find this out for you, or you are a small business and you put yourself in your consumers' shoes for a day and find out where they are talking the most --> do it. Find out where they live, where they have conversations that are relevant to your brand, and go there. Networks will vary depending on your brand, but, what will not vary, is Facebook becoming less relevant in the social media marketing world.

We're intelligent, smart communicators. We are not going to lose at social media marketing because one network decides to make as much of a profit off of brands as possible. We're smarter than that. Facebook might have the network, but we have the strategy. So start writing a strategy that includes other networks where your fans live, and understand that 'Facebook' and 'social media marketing' are no longer synonymous. Social media marketing is so much more than one network, and it's so much more than changing posts and content on a daily basis just to keep up with the changing algorithm game. Social media is about engaging with your fans, and having real-time conversations with the people that count. Go find them, and stop wasting your time playing the Facebook game. Embrace change, and start having authentic conversations again with your fans.

- Marji J. Sherman

*This depends on the demographic.