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Brands cooperate on social media…and fight over cookies


One brand used social media to ask another company for a breakfast assist.

One brand used social media to ask another company for a breakfast assist.

Most modern companies operate in a highly competitive market. To stand out from other global businesses and e-commerce options, organizations like to demonstrate they offer their customers a unique service they can’t find anywhere else. Sometimes, though, brands can improve their appearance in consumer’s eyes by working with other companies.

Social media is a great tool for showing off excellent customer service. Informal and fun communication tools allow brands to appear friendly, responsive and personal. Here are a few examples from the recent news of brands teaming up to show off the kind of engaging service consumers should expect from all the organization involved.

Snap, Crackle and Stop the Spilling
There are many advantages to working with a noncompetitive business. If managers compare notes with companies that have a similar infrastructure, they can learn from the other organization’s mistakes and successes. Businesses might even offer advice on how to solve common problems like kids spilling their cereal.

Advertising Age shared a few instances of brands that spoke to each other, but the most adorable example was when Rice Krispies cereal shared the picture of a breakfast covered toddler with Bounty paper towels. Rice Krispies tagged Bounty’s name and asked for help cleaning up the kitchen after the girl was done with her meal.

This is why customer care contact centers need social media solutions to monitor public mentions of their name. Bounty quickly responded to the post with an assurance its product would be perfect for helping with a Rice Krispies disaster and there is no need to cry over spilt milk.

Bribing Brands with Donuts
One major advantage of using social media in public interactions is that it humanizes brands. Companies’ social pages can respond to questions and concerns with a casual voice. Many consumers see Twitter and Facebook as a great way to talk directly to the people who make their favorite products.

“Both brands showed how they responded to customer complaints.”

Another way to show a business’s human side is to demonstrate brands also have problems with products and services just like consumers. The Telegraph reported on an exchange between Greggs the Bakery and Google. A customer let the bakery know via Twitter its logo displayed incorrectly in Google search. Greggs apologized on the social media site and then instantly used a public Twitter post to ask Google to fix the problem. The first post was followed with an image of appetizing donuts Greggs offered to the search engine for a fast resolution.

Google responded with a picture of the popular TV character Homer Simpson enjoying donuts and a message indicating the company was on the case. Both brands showed how they responded to customer complaints. Greggs publicly demonstrated how fast they replied to Twitter messages and what it was doing to fix the problem. Google then got a chance to match the humorous communications. Consumers watching the interaction now know that both companies are ready to deal with any issues in a quick and fun manner.

That’s the Way the Cookie Crumbles
Companies can help each other demonstrate product use and customer service capabilities, and sometimes organizations use social media to entertain their consumers with fake grudges. V3B, a marketing consultant, said a couple of brands used a manufactured conflict to encourage customer interaction.

Oreo cookies used social media to make a comment about how its snack is a great option for sneaking into a movie. AMC Theaters was not having it and replied to the comment with fake outrage. Oreo responded but did little to try and calm the other brand, so AMC posted a picture of an employee with Oreo in his eyes staring down the other company.

There was no real competition between the two brands. Their public display, however, was very entertaining and garnered a lot of attention. Audiences shared the feud numerous times and playfully took sides. Fun social media interactions encourage consumers to participate in an organization’s activities and provide causal feedback.


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