Microsoft's Use of Social Media

Social networking has allowed manufacturers to improve on customer service by providing a sense of intimacy with their consumers. Traditional forms of customer service like an answering service or email service have been helpful in tracking issues that consumers are experiencing, however a more efficient way to solve these issues is to see live conversations and deal with issues by posting a resolution for all consumers to see. Social networking has allowed for a new type of intimacy to develop. . Manufacturers now have the ability to see what their customers think about their products or services. In past decades it has taken the manufacturer weeks, if not months to gather data regarding their customer’s feelings. Social Networking and the advances in technology have now made it possible for manufacturers to better understand their customer’s wants and needs.

Microsoft is an example of how social networks have helped improve customer intimacy. Microsoft’s involvement began when the company wanted to get their customer’s input on Windows Vista. Microsoft looked to the conversations their consumers were engaging in on social networking sites. They were able to see the frustration and issues their product was creating for users. Microsoft gathered that information and sent the data to their programming department. The programmers were able to pinpoint the major issues and improve their next version, Windows 7.

Social networks now play a key role in developing and strengthening customer intimacy between companies and their consumers. It is important for manufacturers to embrace social networks, and make it a priority to be involved in the conversation.

Social Media and the Domino's Scandal

All this talk about crisis communication in class made me want to delve into a little more.

Wanna a great way to ruin your company's reputation? Just take a look at the Domino's scandal. Why anybody would do this, I don't know. Its a one way ticket to a pink slip.

Well, a pair of genius Domino’s Pizza employees either didn't think about this or didn't care. They thought it prudent to tape themselves ruining takeaway food and doing horrific things in the kitchen of a Domino's franchise.

This video was uploaded to YouTube and hit nearly a million views before it was taken down. The two employees were identified, tracked down, and promptly arrested.

This clearly shows you how any moron with a camera can destroy the reputation of a well established brand. While socail media is a blessing for PR practicioners, it can also be a curse.

So what did we learn? First of all, keep a close eye on all social media. Facebook, twitter, blogger, youtube, the works. Know what is being discussed, what people are saying about you, whether you are in the spotlight or not, good/bad reviews, etc.

News can spread like wildfire especially through Twitter. Domino’s however, was swift in responding to this crisis. They immediately countered with the creation of their own Twitter account (dpzinfo). They promoted positive coverage, tweeted with customers, and most importantly, thanked customers for their support.

Dominos also created its own YouTube video featuring the CEO in an attempt to fix the damage and relay a message of apology and reassurance in an attempt to keep the loyalty of its customers.

Finally, a little more communication between the employees and management probably couldn't hurt. I have to imagine that anyone disgruntled enough to basically sign themselves up to get canned had to hate working at Domino's. Screening for that kind of thing and listening to the feedback is vital.

One last note, I wasn't able to find anything about what Professor Branigan said about Domino's "adding more cameras." So I didn't include that in the blog.