Social Media Mission Control

Sold on the idea that they absolutely just have to be involved in Twitter, Facebook and probably Foursquare at this point, businesses still fail miserably when it comes to social media. It's not really their fault. I blame the clowns at the agencies who made them believe how important it was in the first place.

I tweeted recently about my disappointment with my insurance company - by name. (Hint: You're not really in good hands with them.) Within a day and a half, which is a long-ass time in social media, I got a reply on Twitter, though I'm sure they thought they were being quite timely. It was a very bland and corporatey response, something to the effect of, "Sorry. How can we help?" But the truth is, that's all they could say. Unfortunately, there is nothing they can actually do to help and they know that. They sent an adjuster out to the house who denied my claim, so I said they sucked on Twitter. Is their Twitter Response Team going to overrule the adjuster? Of course not. They responded just for the sake of responding, to avoid looking like an uncaring corporate entity with little regard for their customers' petty complaints. They call it Brand Reputation Management, which is a nice way of saying "Spray the Dog Shit with Lysol." It will stop stinking for a little while and maybe people will walk through the room and not notice it. Eventually it will dry up and stop stinking altogether.

I'm sure there are others out there who griped about an airline and maybe got a few free miles out of the exchange, but those cases are rare. Personally, I'd rather go back to the days (two years ago) when companies just let the complaints happen, not worried what one little tweet was going to do to their brand. One little tweet won't do shit to your brand, unless it reflects a huge and catastrophic fuck-up on your company's part, like maybe you lost a child on one of your airplanes. You got sold on "Being in a Conversation" with your customers, which is utter bullshit. You may now appear to be in a conversation, but you don't give a rat's ass anymore than you ever did. There are other insurance companies, but this one gambles that I will probably not go to the trouble of switching to another just because I have to pay for my own claim now. They're probably right, but their fake caring response had nothing to do with that. They should stop worrying about it and stop pretending to care.