It feels incredibly weird that I still have to say this near the end of 2012, but stop using your social channels to solely push content.
Yes, you have a captive audience. Yes, they want to hear what you say. Yes, they will retweet and like and re-pin every trivial thing you push out there.
But why aren’t you listening to them?
If you follow me on twitter, and actually manage to catch me tweeting, you might know that I’ve been disappointed with GoPro and their lack of responsiveness.
Now, I’m a huge fan of GoPro. I have loved their products since the very start, and finally bought one with the announcement of the HERO3, simply because it could shoot 720p video at 120fps. Seriously, that’s all I wanted.
Well, I received my GoPro HERO3 Black Edition on Wednesday, November 14, 2012, and I spent the better part of that night playing with it. Learning the ins-and-outs, I quickly became accustomed to it and so I started to connect it to my accessories – no problems with the wi-fi remote that came with my HERO3, but any and all instructions on connecting to the GoPro iPhone app, which was pimped out on my packaging and all over their website, were for the HERO2 + Wi-Fi BacPac, and even a manual firmware update didn’t do a thing.
So I tweeted GoPro, thinking I’d get a quick response (they were tweeting at least once an hour at that point) but it never came. I tweeted again the next morning, thinking business hours would catch them, but… nothing.
It turns out, GoPro doesn’t respond to anyone. At all. Not on Twitter, not on Facebook, nothing. Hell, right now, I’ve been intercepting messages to their Facebook page and answering the questions that pop up about the HERO3 Black Edition and connecting to the GoPro app.
NOTE: The solution, if you were wondering, is that there is none. The HERO3 Black Edition won’t be getting a firmware update until December 14, 2012. That bit was buried in their features page for the HERO3, so I can’t complain about not being told. However, it still sucks that the packaging lead me to believe otherwise, but I can’t be mad about it.
I sent them an email to plead with them to engage with their audience. They may ignore it, and that’s most likely going to happen.
However, if you run any sort of consumer-facing company and you still don’t get it: PLEASE engage with people on your social channels.
I’m not asking you to respond to trolls and haters (though it’s an opportunity to swing them into your favour with your great responses) but I am simply asking you to fully utilize these channels that people come to have their questions answered and even just tell you how awesome you are. Plenty of companies are doing this correctly, and even if you’re the market leader in the industry (looking at you, GoPro) you should do everything in your power to build walls against any eventual competitors that come your way.
Stop just pushing, start pulling.