What are the pros and cons of putting a human face on your business’s social media presence? Should you brand it with your fancy corporate logo, or should you consider making it more personable… more human?
Our website, Keenpath.com, recently underwent user testing through an online service called UserTesting.com. They provide a service that connects you with qualified individuals (“crowdsourcing“), that are based on certain credentials, background, demographics, and their ratings from other past customers. You receive video feedback of the user tester navigating throughout the site, and their impression and feedback, as well a written comments.
Like most businesses today, they have developed social media strategy as a supplemental campaign to help grow their business and increase their reach.
Their incredibly useful service is driving some much needed changes for our own web presence. Besides the great feedback received, one of the first things I noticed was the “face” of UserTesting.com is human.
Meet Aimee Williamson, the face of UserTesting.com. On the UserTesting X (formerly Twitter) profile you will find Aimee’s picture, as well as in the X (formerly Twitter) background. It introduces her as the Director of Customer Support. Indeed, she is, as a couple of days after receiving the results of the Keenpath usability test, I received a personable email directly from Aimee. I responded with a bit of feedback, and she kindly responded back.
Needless to say, the reputation of UserTesting.com doesn’t hinge 100% on one person, because the service and website have proven to be self-sufficient in generating new customers through channels other than social media. For example, I found out about the service through an appSumo deal.
Talk with your customers, not at them
What I like most about UserTesting.com’s approach to using social media is that they are using it to truly have a conversation with their customers (who use social media). They aren’t using it as a direct-mail blast-em-away method, like some businesses do. The most effective means of generating new leads, as well as nurturing old ones, is through the building up of the human side of business.
It is interesting how much customer service has transformed over time, going from face to face, to over the phone, to live chat, email, and now social media.
A case study in social media: brand reputation
Social media marketers like to use the @ComcastCares story as an example of how customer support can be done via X. Better yet, what they’ve done after the original @ComcastCares guy, Frank Eliason, left publicly in July, is worth a thumbs up. Since Comcast learned from their success at using social media for customer service, they are continuing the path with Bill Gerth now managing the @ComcastCares X account. I would venture to say they have done this and made the transition without skipping a beat.
Putting a human face on your social media: Which platform?
There is nothing wrong with building a following on social media platforms such as X profiles and Facebook Pages with human faces, however, here are a few things to consider. X may be the ideal platform to do this as it “flows” better because people can Mention, send a reply, or if mutually following, send a Direct Message to the X (formerly Twitter) account. Facebook might not be an ideal platform for customer service. It is great for brand building around your corporate brand, building a repertoire with your customers and the world, but doesn’t have direct contact abilities for customers. The Wall is a less than ideal place to solve customer service issues. The Discussion tab might be better, but involves more work than a Mention or @ reply on X.
Evolution of online customer service
Many companies continue to innovate on the customer service experience online. Mobile technologies allow for more freedom and flexibility and have also become a great way to receive quick customer service. RightNow Technologies, a customer service software technology company based in Bozeman, Montana, states in a customer service strategy article, “If you’re looking to drive loyalty and retain customers, it’s time to take a serious look at the mobile experience.”
The impact of Internet and mobile technologies, in an interconnected world, spans the wide sea of using the web and social media for business, pleasure, research, and staying in touch. It is imperative that your business learn how to use these platforms and mesh your brand and strategy throughout.