By: Sebastian Faura
One big aspect of social media, especially corporate social media, is the careful crafting of a brand persona. Brand engagement is important, and larger brands are recognizing this. In one way or another, brands engage with their community with a certain tone and purpose, whether it’s being helpful and answering questions, or giving a witty reply to a snarky post. In fact, it’s typically that human aspect of communication that gains those posts attention, thus the brand gains more attention than it would if it were a canned response.
Blizzard Gamemasters responding to a concerned customer. Source: Imgur
Some of the best responses are those that are not only helpful and kind, but go the extra mile in order to satisfy their customers. A good example would be Blizzard Entertainment, the creators of World of Warcraft. Their Gamemasters are their front line of customer communications, and their responses tend to be top-notch, and attracting a wide span of attention due to the occasionally outlandish nature of their responses. Because of the positive reaction to these rather creative responses, Blizzard has given some of the Gamemasters with the best responses bonuses as a result.
Wendy’s responding to an accusation with a clever response. Source: Sizzle
On the other hand, some of the interactions with customers and brands aren’t always peaceful and genial. Some of the more popular fast food brands, for example, have been more than keen on perfectly crafting retorts to some of the more belligerent posts made involving their brands. Oddly enough, this brutal level of cunning gains the posts positive attention, and the brand a reputation of being clever with their communications.
Tito, Greg. “WoW Customer Support Does Your Math Homework.”http://www.escapistmagazine.com/forums/read/7.262275-WoW-Customer-Support-Does-Your-Math-Homework. N.p., 2 Feb. 2011. Web. 2 Mar. 2017.
Griner, David. “Wendy’s Put a Troll on Ice With 2017’s Best Tweet So Far.” – Adweek. N.p., n.d. Web. 03 Mar. 2017.