Creating social media accounts on twitter seems to be the new fad. Twitter has been mentioned countless times on the news and celebrity talk shows. Everyone seems to be flocking towards twitter, especially companies. Businesses want to know how they can use twitter as a marketing tool. Twitter has caught the eyes of bigger corporations such as Dell, Starbucks and even Ford. Not only are these companies using twitter for brand awareness but they have created customer service accounts. Genius, in my eyes.

I was at a conference last Friday hosted by the Oakville Chamber of Commerce and an amazing guest speaker called Theresa Syer of Syer Hospitality Group talked about the customer experience. Syer basically said that the customer experience, the ‘WOW’ factor, is what is important now more than ever in a down economy. Usually when people think of customer service they think of terrible attitude, no acknowledgement and pretty much NO customer service. It’s important that companies train their employees to treat customers in such a way that when the customer walks away they are thinking “wow”.

After hearing her talk, I felt inspired. I thought long and hard about how social media can be that “wow” factor that most companies lack. So many people are on the internet and if companies are not there, there is a disconnect. However, with social media sites (such as twitter) available, companies can create that bridge that brings customers that much closer to companies. I was surprised to read an article this morning about the exact topic! Twitter customer service: the ultimate list of stores on Twitter talked about how companies have one account and that is for customer service. I thought this was brilliant because what better way to create trust than through great customer service.

So now instead of resorting to nasty phone calls and rants on blogs, customers now have the ability to contact the company through their customer service accounts online. This also gives the company a chance to redeem themselves and show that they respect customers who aren’t happy with their services or products and try to correct whatever issue they may have. This is especially great for companies because it shows prospect customers that they are transparent and care about their customer’s experience. It’s a win-win situation.

The Internet can be accessed by anyone, anywhere, at any time and thus has given customers more control than ever before. Being present in social media sites is essential for companies and what better way to “WOW” customers than by providing them with great customer service ONLINE.

TheStar.com‘s Tracey Tyler reported on March 14, 2008, Toronto, Canada:

In a precedent-setting decision, a Toronto judge has ordered a man suing over injuries from a car accident to answer questions about content on his Facebook page that is off limits to the public.

Lawyers for Janice Roman, the defendant, in the lawsuit, believe information posted on John Leduc’s private Facebook site – normally accessible only to his “approved friends” – may be relevant  to his claim an accident in Lindsay in 2004 lessened his enjoyment in life.

As a result of the ruling by Judge David Brown of Ontario’s Superior Court of Justice, Leduc must now submit to cross-examination by Roman’s lawyers about what his Facebook page contains.

What if Mr. Leduc has recent photos of himself running with bulls or climbing Kilamanjaro. Well, this is Canada so he might just be shoveling snow. Still, the images behind the curtain may just indicate that unlike many Canadians, Mr. Leduc was having fun this winter.

Now what? Now his case is dismissed and every laywer in the country will want to have full access to your Facebook, LinkedIn and Twitter accounts.

[Judge] Brown said Leduc can’t,”hide behind self-set privacy controls” on a website that’s all about telling others about one’s life.

The ripple effect from this decision in a small town in Canada could have titanic ramifications. If that doesn’t send a chill up your privacy bone, what will?

Which one sounds more true?

People trust a Robot
People trust a logo
People trust a human being.

Ok so maybe neither really sound the best but let’s put it this way. What is the common theme behind all of the above. Human influence. Humans had to make robots and company logos. Humans are behind everything that we create, especially on the web. So why are we hiding behind fancy designed logos and pictures?
It has been scientifically proven that people like people. A familiar face is far more affective than a company logo when trying to engage in conversation, or anything for that matter. After all, we are social beings. The day we are born we have the innate capability of facial perception, even after many years of no exposure. It’s a fact people forget patterns easily, such as those in logos and advertising, but faces are much easily remembered, “I recognize you from somewhere..” So why don’t companies take advantage of this?

Well, I know a few people have said that when it comes to social media especially it’s easier to designate a logo to a company as opposed to a face because for one, logos are timeless, two, faces age and three, people sometimes change ownership. These pose a problem. So what can we do about it?

Well for starters not all is lost. There are a few options that companies can take into consideration.

1.    FACE: Put a face up. Ok sure maybe you will have to update it every 5 years to show those wrinkles and white hair, but in reality that’s what people want. Humans. Nothing that looks fake or intimidating. A nice big old-fashioned smile in a photo does wonders. It gives relevance and creates trust. It makes a reader think “ Ok I am dealing with a real person and they mean business”. If you are changing ownership, honesty is a great way to keep that trust going. A message to say that the face will be changing won’t affect following, as long as quality stays the same. Big company? Many owners/partners? One picture with everyone in it is still as affective or individually written blog posts (like Wolf21 does).

2.    LOGO:  Ok, so if you really don’t like the idea of a picture, then putting your company logo is fine. How you can make it work for you is by writing your blog in first person. This gives your blog a better feel to it, as if someone is talking and giving information. It adds relevance. A company logo might have reader’s think it’s a bit cold, but by writing in the first person you can add a bit of personality, which will give it some warmth. Once again giving room for trust and that illusion of a one-to-one conversation with a real person.

Make it social, make it relevant.