How Company A is failing at monitoring their brand on Social Media

Part One of Four: In the past I have publicly tweeted comments regarding the products and / or services of three considerable sized companies.  Over the next several posts I will go over my experiences regarding their engagement with me, the consumer, on Twitter.

Company A: I commented on how I loved their vacuum to another friend
Company B: I raved how they were offering “green” web-hosting and were very affordable
Company C: I complained how their software that I paid nearly $500 for was not working as it is supposed to work

Let’s get into each of these scenarios a little deeper:

Company A: I was tweeting with a friend regarding my dog, who sheds like crazy, and how I loved this particular vacuum made specifically for pet hair removal. The company responded and thanked me for my recommendation of their product. I responded with “You’re welcome…however, I will say putting the vacuum together was quite hard”. No response from them at that point.

Hmmm….considering most women make the decisions regarding purchases in the home…why would they not ask me WHY and HOW I found the vacuum hard to assemble? I imagine I am not the only woman who assembled this vacuum and nearly returned it due to the impossible angle required to screw on the handle.

Fast forward three months – I no longer like the vacuum, as a matter of fact, I hate it now. Despite cleaning out all the filters and every crevice I could access it no longer works as it did when it was right out of the box. That sucks as it wasn’t a cheap vacuum and my dog still sheds so vacuuming is nearly a daily routine in our household.

Again, with the same friend I commented how I no longer like the vacuum and asked her how long she has had her vacuum and if it still works as good as it did when she purchased it. (Congrats to her company – three years later and her vacuum still works as it did on Day One!)

In my opinion Company A gets an F for failure to properly monitor their brand. They are considerably active on their Twitter  and Facebook accounts yet appear to be inadequately responding to public mentions of their products UNLESS those public mentions are positive in nature. In my situation, I won’t buy their brand again. Ever.

In my opinion, if you are going to be on Twitter, Facebook, etc. you owe it to yourself to use all the tools available to properly monitor your brand and elicit the feedback your buyers and users will happily provide……if you only ask!

When was the last time you were mad about the lack of customer service with an organization? Or the last time you praised a company? Have you made public declarations (good or bad) on social media sites? Did the company pick up your comment and respond to it?

Tomorrow: Profile of Company B and their brand monitoring habits