Does Your Brand Suffer from a Split Personality?
September 2010
By The Author
Let's say you've been consistently active in the world of social media for many months. You update your Facebook page daily and spark good dialogue with your fans. You tweet nothing but interesting tidbits of news, information and advice that get re-tweeted through your followers' networks. You even have a thriving blog with a strong following, and you've established a voice of authority in this community. In every channel where you engage with members of your online
tribe, your brand exudes a
personality that is vibrant, genuine and passionate.
Congratulations! You're the master of your social media domain. But now it's time for a reality check – as in the everyday reality of your business operations.
When fans and followers from your social networks interact with you and your employees in the real world, does their experience live up to their expectations?
When fans and followers from your social networks interact with you and your employees in the real world, does their experience live up to their expectations?
When a customer calls your business, how long do they have to wait on hold and how many times must they be transferred before their needs are fulfilled?
If a customer needs to return an item to your store, is their request handled graciously and expeditiously or begrudgingly with hassles over receipts and return policies?
Do the salespeople on your front lines engage your customers with the same attentiveness and enthusiasm as you do online, or do they look and act like disenchanted worker drones just wasting away the hours until the 5:00 whistle blows?
It's relatively easy to maintain a sparkling brand personality when you're in front of your keyboard, but that personality doesn't exist in an online vacuum.
Each time you and your employees have the opportunity to interact with your customers in person or over the phone, your brand's reputation is put to the test. If you're known to fans and followers on your social media networks for being helpful, courteous and knowledgeable, they will expect nothing less when they call your business or come into your store. Therefore, in order to protect their
trust in your brand and their belief in your brand’s promise, it's critical to evaluate your day-to-day customer service policies and protocols to ensure that every exchange embodies these values.
If you're exposed as a phony, your former fans and followers will be quick to turn on you.
All the time, energy and resources that you've poured into cultivating authentic connections with your community in the Web marketing universe can be rendered moot in an instant if your care and conviction doesn't translate when your customers unplug and engage with you and your employees person-to-person. If you're exposed as a phony, your former fans and followers will be quick to turn on you. Once lost, their goodwill is very difficult to regain, and almost nothing can save you from the viral nature of a disgruntled customer with a megaphone on Facebook or Twitter.
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