Often I get asked the question about how companies should be using social media tools. They get so wrapped up in “corporate image” that they lose sight of the “social” aspect of social media. I tell them that it takes a vested effort, a passionate person/people, and enough leash to scare the management, just a little.
Now, sometimes things happen and in that moment, you just want to bottle the feeling created, because you know that if you could, you’d never have to explain the concept to anyone. Just hand them a bottle and poof, they get it. Well, here’s to hoping this story helps.
Yesterday was Monday. And boy, did I have a terminal case. I woke up late, second one in the shower, and no coffee since I was up late. I jumped into the van and headed to work, with just enough time to grab a couple of gallons of gas on the way.
As I pulled into my normal spot at my normal gas station, I shot out of the van and hurried through my normal routine at the pump. Card in, cap off, pump on, and squeeze. $10 and 3.736 gallons of gas later I shot back into the van to turn the key.
Klick, klick, klick, klick, klick, klick, klick, klick.
My heart sank. I didn’t want to be late to work over a couple of gallons of gas. And then, out of nowhere, aRoto Rooter van pulls in front of me. The driver mouths the words “Do you need a jump”. I nod quickly as I pop the hood and open the trunk to grab my jumper cables. By the time I’m back to the front of the car, the Roto Rooter guy as opened the hood and determined the problem. One of the caps on my battery had built up enough pressure to pop off. It was a simple fix, since I had a gallon of water in the van (don’t ask). We filled the dry wells and jumped the van.
All in all, the entire interaction probably took four minutes, tops. It was so quick, I didn’t even think to ask him his name. He pulled out right in front of me, showing his license plate just long enough for me to scribble it down on a leftover receipt in the passenger seat. I headed straight to work and the Roto Rooter website and filled out a comment form, letting them know about their kind driver.
Social Media isn’t about pitching your wares 100% of the time. All you’ll do there is become the butt of a lot of jokes and disliked (and no, I don’t want your insurance). However, it IS about being there and participating in the conversation, giving your feedback, and adding value to others. In this case, the Roto Rooter guy added value by helping out when I was frankly screwed. Sometimes, it’s making a joke. Other times, it’s making a recommendation (even to the competition on occasion). Either way, those most successful using social media tools usually give more in value than you take in payment.
