The funniest Twitter handle
The 7 funniest conversations with brands on social media
You can't do without humor - this also applies to brand communication in the world of social media.
Nowadays, conversations between brands and their customers on social networks are simply good form and are the basis of both successful marketing and good customer service. The wonderful thing about it is that it creates a dialogue that can resolve complaints or other queries extremely quickly.
If you open the communication channels, you have to expect that you will be dragged by the cocoa. Fortunately, nasty jokes on the part of customers sometimes result in the best brand communication ever.
Here are a few examples from the series of social media dialogues in which customers and brands are in no way inferior to each other:
Mayor McCheese is the Mayor of McDonaldland, the magical world of McDonald’s commercials. And the good mayor's head is a giant cheeseburger. Mayor McCheese is likely to be quite corrupt under certain circumstances - some customers have already requested a review of the election process.
A tweeter named @dogboner wondered:
“Mayor McCheese has been mayor for decades. Somebody's doing electoral fraud. Please check that. "
And @dogboner was promptly informed about the political system in McDonaldland by McDonalds:
“McCheese is one of the best mayors in the world. In McDonaldland, terms of office are unlimited. "
Bank of America
Bank of America, one of the largest banks in the USA, takes every single complaint seriously and has no problem with apologizing if something goes wrong.
When someone complained on Twitter that there was an old sandwich in the cash slot of the ATM, and that his money now looked rather unsavory, and therefore nobody would accept it, Bank of America apologized without blinking an eyelid and promised to send someone over. We wonder, however, whether someone actually did the extraction of the sandwich. The support team probably didn't expect such tasks beforehand ...
Xbox 360 (Microsoft)
Sometimes you can't take yourself too seriously. If the support at Xbox had reacted seriously to the following request from a user, it would have gone pretty bad. Thankfully, the team recognized the tweet for what it was - a little joke - and responded correctly:
@pinkyporkponk: “I'm playing Bioshock again right now, but somehow it's not as fun as it used to be. Is this a glitch or a by-product of the unstoppable advance of time? "
Xbox Support answer, relaxed:
“You are simply jaded and difficult to impress by now. But let me know if you ever have a problem with your Xbox 360 console. "
Oreo likes to use a flirtatious tone in online communication. With that, and with their pun, they are often doing so well that their tweets are shared widely and are also good for brand loyalty.
Tesco Mobile customer Riccardo Esposito promptly tweeted a friend who had complained that he was unavailable to Tesco. So far so beautiful. However, this developed into a conversation between Riccardo and Tesco, in which other brands became involved over time - including Yorkshire Tea, Jaffa Cakes, and various other snacks. The amusing conversation was never ending.
Brands are advised to be very attentive to social media channels, as every contribution can be read by the whole world. It is advisable to act carefully and wisely. There are also situations in which customer comments ultimately lead to interaction between different brands. But will the brands then behave so carefully and wisely? Let's look at the next two examples.
T-Mobile vs. AT&T
Brands can be played off against each other very well, as the following example shows: An AT&T customer found out that T-Mobile, unlike AT&T globally, does not charge a fee for data roaming and began to complain loudly about it. Within a very short time, the two telephone providers vied for his favor on Twitter and sprinkled salt on each other's open wounds.
Oreo vs. KitKat
After a customer on Twitter confessed her love for both snacks, KitKat challenged “rival” Orea to a round of tic-tac-toe. The favor of the customer was probably planned as a profit. However, instead of playing along, Oreo ended the game very quickly - with a compliment to KitKat. This beautiful way of taking the wind out of the sails of the supposed competitor was extremely well received by the audience.
Brands absolutely need to incorporate humor into their identity and see it as an important part of their marketing and branding strategies.
Conversations on social media are a great way to improve your reputation. When brands show personality, there is a certain closeness between them and their customers. In addition, personal and enthusiastic answers are shared a lot more than hackneyed advertising messages. The humorous arguments can often be found on other websites, where they are again shared, liked, retweeted or commented on. The audience is growing, the potential for virality increases.
With a little humanity and - where appropriate - cheeky tweets, brands stand out from the crowd and can win over new customers.
So while humor can often elegantly defuse complicated situations, brands should always proceed with caution, otherwise things can go badly wrong.
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