Brands, remember this: often, it doesn’t take too much effort – you have us at hello. I for one can be easily pleased, and I’m not unusual.
Yesterday, the team behind the Waitrose twitter feed, http://twitter.com/waitroseuk , decided to have a cull of their followees. Fair enough. It looks as though they went from 7,000 odd followees to about 125, and I didn’t make the first cut. Perhaps they felt that with only one Waitrose-related tweet out of 500-odd, my feed is not Waitrose-centric enough to trouble with.
As I said, fair enough. It’s a snub, but it’s a democratic snub. In itself it doesn’t define the brand. It isn’t as though I’m going to stroll into my local Waitrose and, if I forget where the Marmite is, they aren’t going to pull together a crack team of Marmite finders who then show me every new Marmite variant until I am entirely satisfied. But I felt a little stung none the less. And Waitrose was suddenly a little more harsh and a little less human. Which made made me think of the Big Society…
About two hours later I received a magic email: Waitrose (@WaitroseUK) is now following your tweets (@r_m_fernandez) on Twitter. And I now feel the Waitrose love once more.
But how easy was that for the Waitrose twitter team? They haven’t even had to send me a standard tweet (unlike Domino’s Pizza, who have been in touch after my last post). All they’ve had to do is press follow on their Twitter browser.
Yet for some brands, that would be too much. It’s the rules, you see. We can’t change our mind about who we follow and who we don’t. By pressing follow, the Waitrose team have, in an admittedly utterly minor way, shown what their brand is all about. They’ve done something to delight a customer. It didn’t cost them a penny. Is your brand this responsive in web 2.0?