re: A Reader Says: Lame Social Networking Worse Than None At All
Companies are probably underestimating the resources they will have to devote to getting social right, especially when a platform like Facebook is used for customer service. I have seen companies that respond to every complaint or negative statement lodged on a social networking site with something like, "Please contact us at (800) 555-5555 to discuss this further." That's likely the safest route in terms of de-escalation, but perhaps not the smartest when it comes to being seen as a company that "gets" social and is using social networking platforms in a way that engages and supports all users. Social isn't easy, to be sure, but it's worth doing right in the end.
Contributing Editor, The BrainYard