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Social Media Volunteer Army creates PR Headache? September 7, 2009

Posted by kewroad in pr, social networks.
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Interesting article spotted via a recent tweet by Sally Falkow highlights how the move to use social media to source technical answers has consequences that aren’t exactly good for your corporate profile. 

 Tom Foremski’s article suggests that one tech brand’s  emthusiasm for using customers to answer technical support for other customers via social networks may be connected to the company cutting 4% of its workforce. Although the brand makes no such link, separately it has said that this volunteer army answers support calls better than its own staff and number of calls have dropped.

So engaging with customers via social media is creating a closer relationship on customer support. But if we found out that our “unpaid” work is leading to someone losing their job,  would our view of that brand change?  Or don’t we care given that  this approach seems to deliver better answers and the popular profile of customer support often isn’t the most sparkling?  Would we join a Facebook page to save tech support jobs at our favourite software company?

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1. Twitter Trackbacks for Social Media Volunteer Army creates PR Headache? « Kew Road [kewroad.wordpress.com] on Topsy.com - September 7, 2009

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