They’re Doing it Right

by Kim Taylor

One of the joys of Twitter is the lessons you can learn simply from observing the actions (Tweets) of others.

Over the past few days, I’ve had the opportunity to watch as a former colleague shared her frustration with SunTrust Bank on Twitter. And, because I also follow SunTrust, I was fortunate to see if and how the bank would respond.

Here’s how the online conversation unfolded:

Colleague:  “After close to 25 yrs as loyal customer, I am VERY close to taking biz away from SunTrust.”

SunTrust:  “I work for SunTrust. What’s going on? I’d like the opportunity to see if I can help. ^BB”

Colleague:  “Local branch fixing problem after wks of working w/ fraud dept.”

SunTrust:  “Sorry about the delay but glad to hear issue is being resolved. Which branch rep are you working with? I can escalate. ^BB”

Also, I’m following now…can you DM the case #? ^BB

No problem! Relayed ur info to VP Fraud, will update u w/results 2moro. Again, thanks 4 opportunity to make this right. ^BB

Colleague:  “SunTrust follow up through Twitter is quite impressive.”

This series of Tweets happened in a period of little more than 24 hours. I don’t presume to know the entire situation, but what I do know is SunTrust is doing it right*. They’re listening, they’re engaging, and they’re helping.

Isn’t this Twitter at its best?

(Hat Tip to Chris Brogan. His newsletter segment, “You’re Doing it Right,” inspired this post.)

Social Media Requires a Conscience

by Roger Pynn

One of the people I really trust and admire in our business is Joe Hice, Chief Communications Officer at N.C. State University and former head of marketing at the University of Florida. His HiceSchool blog is fun, insightful and a great brand tool for NC State.

But when I wrote a piece here a couple of days ago about the evolution of social media titled Brave New World, Hice tweeted me saying it is:

“all about building a network. Directly related to influence. Larger the network, greater the influence. Huxley too complicated.”

I chose my words because SM is evolving so rapidly it reminds me of the somewhat scary world Aldous Huxley envisioned in his 1932 book “Brave New World,” a staple for futurists although his later book “Brave New World Revisited” and his final treatise “Island” probably left book clubs pretty confused.

Actually Hice makes my point. Social media is all about building a network and that is directly related to influence, but as I tweeted back, the question is about the difference between influence and manipulation.

Embracing social media with a conscience requires understanding and respecting that difference.