I just completed a webinar for Women in Parking. I was joined by Kathleen Laney and we discussed the pros and cons of social media and its effect on our industry. Kathleen knocked down a number of myths about social media.
The big one – “it gives customers a place to complain about my company.” She noted that customers are going to complain if there is a problem, no matter what, and its best to get in front of issues before then grow into major problems.
I recounted the concept of a voluntary fail. It works like this: If you find a problem, let’s say a faulty product, you immediately correct it and tell the world you have done so. If you do that before anyone realizes that there is a problem, you often come out a winner. “What a great company, they fixed a problem we didn’t know we had.”
However, if you don’t act quickly, and someone calls you on the issue one second before you publish, you are a goat and there is little you can do except eat crow and hunker down.
Social media helps you get in front of issues. Use it.
Kathleen did such a super job, she reminded me that many actors refuse to work with kids or pets. They always steal the show. Kathleen was the star, even though I had top billing.