Don't allow your SM response team to get sucked into becoming the first-line customer support team. If your customers are tweeting to get a response, it's because the proper channels are broken. Fix them.
Don't be teaching your customers to behave badly - if getting hysterical online is the only approach that works, you'll be training them to get hysterical online habitually.
Don't let SM's 24x7 nature dictate your company response times. If you're not a 24x7 business, you don't want to create an expectation you'll respond at 3am on Sunday morning.
Don't abruptly abandon your online response presence. If you start, you can't simply stop.
Roger Hislop is strategist and lead copywriter at Sentient Communications (www.sentientcommunications.co.za), and heads up Sentient Digital, the new online and social media division. Follow him on Twitter at @d0dja, read his blog posts on www.sentientbeing.co.za andcontact him on tel +27 (0)21 422 4275 or email . Jonathan Allan-Barrett is the digital project manager at digiVOX (www.digivox.co.za). Contact Jonathan on tel +27 (0)21 448 8685.
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