3 Unique Ways to Use Social Media at Your Delivery Company

Image credit: RosauraOchoa

Sure, you know social media is an inexpensive way to market your business to a large, diverse audience. But did you know social media also can be used for other purposes, too? Here are a few notable examples:

Use social media to control problems

The example: When a company called 1SaleADay.com started to sell a utility knife that can fold into the shape of a credit card, the company received negative feedback about the product listing from a police officer:

“As a Law Enforcement Officer, I do not appreciate you selling items that criminals can easily hide... As a result of you selling this product, I will no longer be your customer, and will be spreading the word, via word of mouth and social media, for people to stop buying from your website.”

The company decided to start a conversation with its customers on its company Facebook page. The company asked its clients to share their opinions about the product. The company posted the comment (without personal identifiers), and an organic conversation was sparked – the company got over 750 comments in 24 hours about the product. Most of the customer feedback was positive (customers were not upset by the product) and the negative feedback remained respectful and thoughtful. By addressing the situation head-on through social media, the company was able to get valuable customer feedback, while showing reasonable concern about the products the company sells.

The lesson: Using social media to communicate with customers about products, and learning how to accept positive and negative feedback on social media, can help a company stay ahead of a discussion, while remaining open and honest with its customer base.

Use social media to test new company features

The example: Almost a year ago, Burger King began testing out a new food delivery option at a few of its restaurant locations. To help gauge customers’ feelings about the campaign, the fast-food chain created various online features, including a delivery-centric Twitter page and a delivery information website customers could visit.

The lesson: Burger King’s customers responded positively to the campaign, and gave the chain a lot of feedback about the new service via the newly created, campaign-specific, social media sites.

Use social media to gain and increase customer support

The example: Sometimes social media can be used to rally support behind your brand. According to the article, “Will social media help save the Postal Service and Saturday delivery?” posted earlier this year, many post office enthusiasts gathered via various social media events and campaigns to support the mail institution.

The lesson: Your customers are more loyal than you think, and they really enjoy using social media to communicate with each other.

Here are just a few of the social media vehicles that were used:

• Supporters gathered via an online Facebook event, “Because We Love Snail Mail.” Others created various, supportive Facebook groups and pages.
• The American Housewife @WhatIDoAllDay, a Twitter user, sent out a plethora of tweets concerning the Post Office’s crisis. According to Social Media Today: “[She asked] if she might ‘single-handedly save the US Postal System’ by mailing letters to those who ask for them. She beseeched people that if they liked mail, they should provide ‘something to deliver’ by writing a love letter, a thank-you note, a postcard.”

So, have you ever used social media to help your business in the time of crisis? Or to get customer feedback, or rally support? Let us know!