Companies Use Social Media As A Way to Protect Their Brand Reputation
Dealing with large companies can be frustrating when you have an issue or a complaint. You don’t always know who to talk to or you might feel they wouldn’t listen anyway.
Now it seems they are listening and they are doing it even if you aren’t talking directly to them. Large corporations such as American Express are listening to Twitter chatter to see what people are saying about them.
They look for keywords like American Express, Amex, card, gold card or green card. If they hear you talking about them in a negative way, they want to know. These keywords and phrases will trigger alerts to American Express that someone was talking about them and had a complaint.
The company is trying to reach out to consumers that had a problem and settle it to keep them happy. Leslie Berland who is the VP of Social Media for American Express feels this is a huge part of the marketing and public relations initiatives.
Good customer service polices have to come from the top down. Upper management needs to put these types of initiatives in place and train their teams on how to respond to issues. Social media is giving businesses the chance to tap into word of mouth like never before.
Customers who aren’t happy and leave won’t always go back to the company with complaints but they will tell their friends. By monitoring for negative keywords you have the chance to stop the negative PR and keep them as a customer.