I’m getting worried about social media listening strategies. Not in a paranoid, surveillance society way. I’m worried about social media listening strategies because corporations reward me every time I moan; whinges are the new currency, and companies are incentivising me to be grumpy.
Discounting spammers who @ me on twitter every time I mention Apple, iPad, or x-factor I’ve had three moments where I’ve had a corporate interaction as a result of social media listening and each one has come off the back of a moan.
- When I moaned that Coffee Lounge’s wifi was unreliable and their coffee pretty poor, Urban Coffee Co tweeted me, luring me over with a free croissant.
- When I tweeted a whinge that a Virgin Wines / uSwitch freebie case of wine I’d received was pretty poor, Naked Wines contacted me with an offer on a case of much better wine that was pretty hard to refuse.
- When I fired off a 140 character rant about a shitty coffee in Pret, they @ replied me back asking for an address. On Friday I got a £5 gift card and a handwritten note of apology.