Oracle social Relationship Management platform
All Together Now: Social Relationship Management is a Team Sport
As brands adapt to the new world of social across the enterprise and using the massive amounts of available social data to generate superior customer experiences, the question always arises of how to organize internally for the most effective social relationship management possible. We kept the lines of communication open with Aberdeen’s Trip Kucera for a talk on that very subject.
Spotlight: It’s not uncommon to see big brands honestly trying to communicate via social, but winding up with egg on the face for not executing it properly. You probably see the same thing right?
Trip: Well, a funny thing happened in social media earlier this summer. Some folks from the “Occupy” movement tweeted a photo of some chalk art they’d created in front of the new Bank of America building in NYC. That was right after they’d been asked to leave by the local constabulary. The chalk art featured the Monopoly guy and fairly predictable missives about the 99%, etc. The tweet included a mention of @BankofAmerica. No news value here so far, right?
Spotlight: I’m still impressed with your use of the word “constabulary, ” but I bet there’s more to the story.
Trip: There is. As it sometimes goes with social, the response is where things get interesting. @BofA_Help responds with a “helpful” and friendly, but obviously auto-generated tweet, “We are here to help, listen, and learn from our customers and are glad to assist with any account related inquiries.” In fact, they auto-replied to every single retweet of the Occupy post mentioning @BankofAmerica, including those of an increasingly mocking tone. It’s not hard to see how this (auto)-response might come off as the epitome of faceless, nameless corporate America.
Spotlight: It’s one of those things where an instant, generic auto-reply probably sounded like a good idea at the time internally. But in the real world, it exposed them.
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