Managing Social Media: Customer Service
In such an updated world of social media, many social media discredit beating the news, you would expect that companies would take special care when dealing with objections from the public. Consumer service issues and problems discussed through public social media channels rarely end well, as UK-based company Cineworld Cinemas was the recent case as an example.
A debate on Twitter grew between the enterprise and a dissatisfied customer and quickly rolled out of control. In a time of social media promotion and brand awareness, the Cineworld cinema case is the complete example of what one should not do.
Late last time, a debate began on Twitter after a consumer complained when Cineworld subsequently deleted their tweet. According to the customer, that tweet was a complaint about the price of a single ticket at the cinema. The individual managing the Twitter account of Cineworld tried to cover the business, questioning the client about their blame and an online argument followed. After avoiding the topic in a series of following tweets, Cineworld subsequently told the customer in a rude and unexpected way that they could take their rates or leave them, before making them aware that they were done with the discussion and were going home for the day.
Cineworld appears to enjoy to 42,000 followers on Twitter, who were personal to the conflict and began to voice their interest. After being flooded with tweets of shock and disapproval by several Twitter users, Cineworld stepped back and was required to apologize, but the damage continues.
Before engaging in a dispute in an online forum as huge as Twitter, businesses should think about the possibility of reaching to the consumers worldwide.
Customer service complaints via social media means should be approached by the company confidentially and professionally. A public social media platform is rarely the place to depreciate or debate with an upset consumer.
After the dispute had ended, Cineworld Cinema was projected in a negative light by various of those followers who witnessed the discussion. However, this case sets an excellent example of the importance of running your social media in a professional style and building positive brand awareness. Businesses should consider firm guidelines about who can manage their social media accounts and what can or can’t be posted on them.