The more we read about “big data” (now an official term in the Oxford English Dictionary, by the way), the more it seduces us into thinking about scalability, efficiency, algorithms, and megatrends when it comes to winning over customers.
But the reality is that while it is possible to amass thousands or even millions of friends and followers on social media sites, it is still very much an individual game that focuses on service, acknowledgment, and keeping fans happy – one at a time.
A case in point occurred last week when Delta CEO Richard Anderson did something very special that affected his airline’s brand in ways that a stock repurchase, fare rebate, or new luggage policy couldn’t possibly do.
He gave up his seat to a passenger in need so that she could pick up her daughter from summer camp. After a particularly frustrating day of airport delays, bad weather, and mechanical problems, she found herself well down the standby list for the next flight. Instead, she was cleared, and personally escorted to her seat by none other than Anderson.
In the safety video that Delta shows before every flight, Anderson talks about Delta’s commitment to service and “having your back.” And like so many corporate slogans, it goes right in one ear and out the other. I’ve seen this guy a thousand times, and have never paid much attention to what he’s talking about because he says the same thing that every other CEO says about their airline.
Until now.
And to let others know about his good deed, this passenger in distress – Jessie Frank – took her story to her Facebook community. And that’s how we know about it today. She ended her letter to Delta with this note:
“Thank you, Richard Anderson. As a result of your leadership and the actions of yourself and your employees, I had my special day with my special child. You and your employees gave us both one more day of happiness, and for that, we are both very grateful. I have always been a loyal Delta customer, but Thursday solidified that loyalty for life! To all Delta employees who helped me on Thursday: thank you again.”
To read her entire letter to Delta, click here.
That’s the power of amplification in the social space. That’s how followers can build brands if you listen to them. You can’t buy this level of loyalty with great TV spots that show elegant airplanes flying through the clouds, shiny airports, and free frequent flyer miles.
Companies and managers get hung up on scalability and monetization, thus missing the opportunity to build their brands by having customers tell their stories.
It starts with serving one customer at a time.
And then letting social media take over from there.
Companies cannot control social media. The power is in the hands of consumers.
But corporations can control the way they do business, and they can listen to their customers. In spite of all the data and the analytics, it’s about understanding the needs of its fans and going from there.
That’s the “scalable” part of social media.
One person at a time.
Every person counts.
Smart move, Delta.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Great story, Fred! Caring is a Constant. Small details, covering all the bases, and finding personal hot buttons adds up to success. Compelling content and local connection is appealing to personal tastes. Effective messaging is the key to all media. Communication via radio is still “The Leader of the Pack” IF the drivers don’t take their eyes off the road and let it crash.
Thanks for the comment and your thoughts, Clark.