Comcast: Protecting Reputation with Social Media
How companies that stay connected, stay in business.
In the book Socialnomics: How Social Media Transforms the Way We Live and Do Business, author Erik Qualman discusses the notoriously terrible, yet initially innovative customer service of Comcast. "Comcast, which has had notoriously terrible customer service, did a progressive and great thing from the beginning when it came to microblogging" (Qualman, 2013, p. 31). He details Michael Arrington of TechCrunch's negative experience with Comcast and how, after ranting about it on Twitter, he was contacted by a Comcast customer representative and had his issue resolved within twenty minutes. Comcast had hired somebody to monitor all mentions of their company's name on social media in order to keep tabs on public opinion.
This is just one example of how prevalent and important it is to have a strong social media presence and solid social media monitoring for your business. Digital marketing firm Boral Agency writes, "You can learn to appreciate social media as a networking tool that connects you, the small business owner, to your consumers (AKA: the people who need your service or product)," in an article about their own social media journey ("How Social Media Can Save Your Business," 2017). This was the case with Michael Arrington and his Comcast experience; Comcast's connected social media presence caught the issue, presented by one of its consumers, and remedied it before it was able to snowball into something even worse.
It's important to keep an equal presence on as many social media platforms as you're able to manage. If Comcast had simply depended on one social network, such as Facebook, for consumer interaction, it would have entirely missed Arrington's rant on Twitter and could have potentially faced a crisis to which they would have arrived extremely late.
Ultimately, an integral component of Comcast's social media strategy prevented an irreparable dent to its company reputation.