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Responding to a crisis with social media

The British telecommunications company O2 took to social media to respond to customers who were having problems during an outage of their mobile phone signal.

This hands-on approach, dealing directly with each customer’s individual comment, was only possible because of the Web and social media – and the public nature of it meant that even those who weren’t customers of O2 could see the effort they were going to in order to apologies to their users.

It is this personal channel that creates the really unique value to social media and sites like Twitter that emphasise quick comments allow this type of customer service to be carried out effectively, and increases the strength of the relationship between customer and business.

Think back to the discussion in Week 1 about the relative influence of the individuals within a social media community. What roles might ‘influential’ people play in resolving (or escalating) cases like these?

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This article is from the free online course:

The Power of Social Media

University of Southampton

Course highlights Get a taste of this course before you join:

  • Welcome to the course
    Welcome to the course

    This course explains how by understanding networks better we can exploit social media. Watch Dr David Millard & Dr Lisa Harris tell you more.

  • What are networks?
    What are networks?

    Watch Dr David Millard explore what we mean by a network, and look at some of the examples of networks around us and their characteristics.

  • Recruitment in a digital world
    Recruitment in a digital world

    Watch Dr Lisa Harris, Nic Fair & Sarah Hewitt discuss the role of social media in recruitment from the perspective of employers & potential employees