Mixing Social Media and Customer Service? Skate to Where the Puck Is


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I was listening to a pretty darn good (if you remove the “look at what we do” part of the presentations) webinar from CRM Magazine talking about how to do Social Media and Customer Service well.  There were some interesting discussions of different things to do, with different vendors, when I heard from Gregg McMullen from West Interactive (in case you don’t know West Interactive, they do Customer Service outsourcing) something that stopped me in my tracks .

He said, and I am paraphrasing here, that they found out that 60% of the volume of Social Media information users put in blogs, not Twitter or Facebook.  What?  60%?  That seems like a pretty darn big number.  Thankfully, I know Gregg and we exchanged emails.  I asked him for the  source and he told me it was based on research they have done for their customers, who essentially asked the same question we are all asking: should I go on Facebook  and Twitter for Customer Service?  They found where most of the conversations that would matter to their clients were happening and found that 60% (give or take a few ) were happening in blogs – with just abount 10-15% each in Twitter or Facebook.

That got me thinking… I said before (as recent as this past week) that when organizations moved to Twitter or Facebook to offer Customer Service they found little or no traffic, and limited value to what they could there.  Does that mean that they were going to (and pardon the sports mention) where the puck was?

Or were they, in the words of Wayne Gretzky’s dad, skating to where the puck was going to be?

In my world, 60% is a far higher chance of being the place where the puck is going to be… right?

Republished with author's permission from original post.

Esteban Kolsky
ThinkJar, LLC
Esteban Kolsky is the founder of CRM intelligence & strategy where he works with vendors to create go-to market strategies for Customer Service and CRM and with end-users leveraging his results-driven, dynamic Customer Experience Management methodology to earn and retain loyal customers. Previously he was a well-known Gartner analyst and created a strategic consulting practice at eVergance.


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