In the last few months, I’ve had numerous real-life interactions with companies and front-line employees. And one thing is clear: companies suck at communicating in real life. This revelation begs the following question: how can they ever possibly get it right online?
As we sit and watch the latest customer service issue go viral, we all need to sit back and ask where leadership went wrong. Putting the entirety of social media’s fate on the backs of marketers who are trained communicators is a reflection of the lack of trust in our employees who deal with our customers every day, and this is where we should consider correcting course. Every employee is a reflection of our company, whether we like it or not. Perhaps it’s time we show how important they are to our mission, teach them how to build solid relationships with others, have empathy, and communicate in an honest and authentic way.