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Why Not Both?

January 24, 2010 11:00:57.262

Julian Fitzell quotes a passage in Seth Godin's new e-book to make a point about customer service:

There are tens of thousands of businesses making many millions a year in profits that still haven’t ever heard of twitter, blogs or facebook. Are they all wrong? Have they missed out or is the joke really on us? They do business through personal relationships, by delivering great customer service and it’s working for them.

That's true as far as it goes, but I think it throws the baby out with the bathwater. The key mistake many Marcom types seem to make is in seeing Twitter, Facebook (etc) as ends in themselves. They aren't; worrying endlessly about how many followers you have, for instance, is just stupid. These tools are means to an end, and hardly the only ones.

I use all of these things in two ways:

  • A way to broadcast information
  • A way for people to easily contact me if they have questions

I don't spend inordinate amounts of time with them; in fact, most of the traffic that goes to Twitter and Facebook from me is automated - out of my blogs and straight to Twitter (and from there into the news stream at Facebook).

Bottom line: pay attention to your customers. Don't worry so much about how you accomplish that - use whatever tools make sense.

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posted by James Robertson

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