Costco's Five Social Media Faux Pas

Costco Connection, Costco's client magazine, often includes little business gems such as this article in their January edition about the pitfalls of social media.  Here is a brief synopsis of the main 5 points...

Ignoring the Competition
Social media allows for easy tracking of your competition, so use it! Try TweetBeep or Google Alerts for an automated message each time your competitors are mentioned online.

Ignoring What Your Customers Say About You
Negative comments about your company may turn out to be the best free market research you can ever do to identify gaps in your capabilities.  By responding publicly you demonstrate that you care enough to reach out and it positions your company in a positive light.

Arguing on Social Media Channels
Your business can be judged not by the fact that you responded to your customer but also by your tone and manner.  Arguing in public is a losing battle.  Remain professional and keep to the facts. If you are wrong, calmly admit and let your public know that you want to make it right.

Failing to Live Up to Promises
If you promise a customer on Twitter or a blog that you will take care of an issue, failing to do so will make it worse.  There are an increasing number of places to monitor where customers may be discussing an issue related to your business but it is important to do so.

Wasting Time
Experiment with social media channels that your customers use.  If you are not sure that a social media site is good for your business, sign up as a customer first and explore. If it is useful for your business then claim your business space on that tool.  "Don't just Tweet for Twitter's sake.  Focus your posts on items that matter to you and your business."