Has Social Media spoiled us? It is a corporations responsibility to reply to every mention on Twitter or every video complaint on You Tube? I am torn with these questions and am curious how others feel.

I understand that corporations should be interacting in some way/shape/form online. Some are building their own communities and others are creating a strategy so diverse that they are on Twitter, Facebook, You Tube and other Social sites in order to reach their audiences. Some are also conducting focus groups and including their feedback within internal processes. I say good for them. Great for them! They may have the manpower and bandwidth in order to execute such a robust strategy. But what about those that do not? Are we to discredit a company because they do not reply to us on Twitter? What if I post a question on Twitter (my choice) rather than go through their support forms? Maybe I am doing it on purpose because I know that I will get an answer quicker. Is that fair to the other members with questions in the Support queue, since they will have to wait longer while the company re-assigns resources? What if they do not have a Twitter process, am I to assume that they do not care?

Don’t get me wrong, I am a Social Media guy through and through, but I do not expect corporations to bend over to my individual needs, based on my choices. If a company has a webform, then I would expect that they have a process in place to reply and track the form with their support tools. They track the issues and make any necessary changes based upon sheer numbers. If I circumvent the system, how can they track my issue and make any necessary changes to their processes to resolve the situation? We work through processes on a daily basis, some work and some do not. For the ones that work, why should they change for ME (I may be the only one that thinks they need changing)? Should I assume that they do not care because they are not on Twitter?

Don’t forget about what they say about the word A-S-S-U-M-E.

I realize that there are situations where Twitter can be the first line of defense for a company, and there are benefits of participation and interaction. But we should not condemn those that are not, or expect those to interact because that is where “I” am.

The truth of the matter is that we should work directly with those companies to help them understand their deficiency. Write to them, let them know what they are missing, rather than condemn them initially saying that they do not care (and tweeting that to your 1,000 friends). By condemning, you are in fact prolonging their acceptance of Twitter as a communication channel and are scaring them away. Not what you were trying to do is it?

Think before you Tweet 😉

Thoughts?

Mike

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