The Chameleon - Adaptive Marketing Ideas For Your Business

The Tortoise vs. The Hare in Social Communication

Posted by JC Costarino on Jan 13, 2015 7:30:00 AM

marketing 101Imagine this…you arrive at the airport, with just enough incredibly productive time before your next flight. You head off to your gate, only to receive a call from the airline letting you know your gate moved, so you keep on trekking.  You sit down, plug-in, and hone in on your to-do list.  Fingers flying across the keys, head softly nodding to the ever-present music in your headphones, when BOOM…everything around you goes dark and the dreaded battery low indicator starts flashing again! 

This was my experience Friday and needless to say, I was mildly perturbed and it did not help matters that the gate rep was as clueless as the waiting area full of “battery-low” passengers.  Nobody knew anything, so I turned to Twitter to “test” the customer service at Dallas/Fort Worth airport.  Naturally I was skeptical, but imagine my sheer delight when I received a tweet back (within 2 minutes or so) telling me they had no idea what caused the blackout, but they were sending someone to reset the breaker! They even said thanks when I retweeted how responsive they were.  Moments later, I received another call alerting me to the gate change, which I shared with my fellow passengers.  Mind you, all of this communication via Twitter and my cell occurred before the gate rep knew anything.

Think knowing about a gate change or reasoning behind a power outage isn’t important?  Imagine if you were trapped in an elevator during that outage…your simple tweet and the responsiveness of the airport would have provided rescue. Obviously DFW excels here, but the marketing 101 take away for others is clear: it is not enough to simply “be on social”, you have to provide prompt responses to your clients to truly leave a lasting impression.


In order to be "The Hare", you need tools to help you monitor social conversations & media. Contact us to learn more about our go-to resource to help ourselves and our clients excel on social media.  

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Topics: Pro Tip, Marketing 101