With social media outlets like Facebook, Twitter, Instagram, and Snapchat, companies are now able to respond to the needs of their clients on a one to one basis and interact with other brands. 95% of marketers are on Facebook right now and companies are able to show their personal side while tending to the needs and concerns of their audience. Companies seem to follow a particular online etiquette when it comes to using social media as a means of customer service. In my opinion, this etiquette has more room for playfulness and social interaction albeit virtual.
I love that companies are able to show this personal side to their brand, however, I am not sure if it is always time efficient or necessary. There is one twitter exchange in an online compilation of funny company responses on social media that shows a series of puns delivered between a customer and Sainsbury’s:
The exchange continued for about 12 tweets and the caption in the compilation says that research was done to find out that the particular customer loves puns. Then, for every pun that the customer sent the company would reply with another one. Sounds like a lot of work.
To me, as long as the banter is related to the concern of the customer and stays on topic, I think that this expression is great for enterprises on social media. I like to see the realness of companies being exposed; after all, businesses are made up of humans, right? I am also interested in reading about the strategies behind the online etiquette for enterprises. Perhaps companies wouldn’t view Sainsbury’s pun exchange as being time-consuming and unnecessary, rather it could be beneficial for the company.
What is your take on the playful interaction between customer and enterprise on social media? Is it necessary?
How could this online etiquette be better or worse for companies and customers?