social media – Tech Blog

Are companies starting to understand digital engagement?

Some time ago I had an issue with my current account and decided to try the social media way to solve it. Surprisingly, it worked!

I tweeted @AskNationwide, my building society’s social media account, saying that for a transfer I received (from PayPal) there was some missing information (the PayPal activation code) in the description.

After exchanging a couple of Direct Messages, they responded with the details, by sending a message directly inside my bank account’s “inbox” (a facility provided by Nationwide). The whole matter was sorted in 47 minutes.

I think this shows a great way of using social media and is pretty much forward thinking for a simple reason: I made a personal request, and they responded promptly in a way that could not damage anyone.

To put it clearer: other times I’ve asked help via Twitter to companies I hold accounts with. Airlines, utility providers, mobile companies. Most of the times the standard reply is “we cannot help you for security reasons”.

The whole point is that often security reasons are greatly exaggerated.

Despite being unable to verify my identify via Twitter, Nationwide thought

that it wasn’t a problem to respond with the actual details, given that I had to login to get them
that even if I had been an impostor on Twitter it was safe to assume I could not login onto the current account (without also having stolen at least the holder’s debit card)
that the information I was asking for could not be used for illicit reasons.

Rather than sticking behind a “we can’t for security reasons” they proactively and pragmatically retained a happy customer.

Things are starting to change. Many companies are starting to understand that users in 2012 expect a quick conversation on Twitter. Notably, O2 has been known for engaging users on Twitter using a remarkable sense of humour.

Companies are also starting to understand that helping users directly online can benefit them: having an active online presences can take less resources and resolve problems in less time than a full-fledged call centre.

The transition is not easy. On the same issue, I also tweeted @AskPayPal. It took them a couple of hours to get in touch. By then, the problem was already solved. Good attempt, but it’s clear that they are struggling to scale the service up.

I suspect we, the users, need to start pushing for companies to shift their culture. It will make us more satisfied, and they will retain customers more easily. Win-win.

Is Social Media changing our relationship with Death?

“This morning I’ve started the most amazing journey”. These are the opening words of a Facebook status update of a friend of mine, announcing her own death. The status goes on to explain about her terminal illness (many of her friends, like me, were unaware of it), explain why she kept it private, and say good-bye, all in first person. How peculiar yet powerful is it?

Surely my friend was not someone belonging to the “Internet generation”, being in her seventies. Still, she was a moderately active Facebook user. Especially as someone living far away from many of her friends, she used Facebook as a way to keep in touch. And when she understood that her illness was terminal, she decided to arrange for what was going to happen on her profile. Hence my question: is social media changing our relationship with death?

There are many examples of how death is represented on social media and how social media becomes the first point of arrival for mourners (and the curious). Especially with famous people, their Facebook profiles become sources of photographs for the press. Their final status updates are used to show how sudden their departure was. On Twitter there is a flow of messages from mourners using hashtags as #RIP. Steve Jobs’ death became a trending topic on Twitter, as Amy WInehouse’s. But all of this is just the digital transposition of an non-digital process.

Announcing one own’s death is a new kind of behaviour, a novel need emerging as a consequence of the perceived importance of social media in our everyday lives. As we have become less worried of posting photos of our children and to display our location to a level of accuracy that would have scared us ten years ago, so we have started experiencing death in unexpected ways. We can still see the profiles of dead friends as they were still part of our daily lives. As an eternal memorial to their lives, they stay with us, presumably forever – or until Mr Facebook decides to delete them, sometimes upon request of friends and relatives. But differently from Twitter, where a profile of someone who dies just disappears from their followers’ timeline, Facebook profiles stay there and occasionally make a comeback in the most painful way: “today is your dead friend’s birthday – write happy birthday on their wall!”.

In a new model of human relationships, friends end up writing that well wishing message. The birthday of a dead friend becomes the occasion to revive them. Hundreds of messages from common friends will spread on all the common connections’ timelines. New behaviours, shaping a new attitude towards death. It’s collective mourning. Death has become social. Can you think of an equivalent of this in a non-digital context? Have you ever been at a cemetery, making a mass-visit to a dead loved one? I don’t think so, and that’s where social media is changing our relationship with death. It makes people remember once more and at the same time it provides ways to celebrate a person in their social circle.

Given that death becomes so relevant to our daily digital lives, it’s not surprising that people start making arrangements for their digital after-life. Expressing the need to make your death manifest on your Facebook profile is acknowledging that your digital self is an important part of your life. Some people might behave differently; some might decide to close their profiles, or ask relatives to delete them. As in a non-digital context, for some life will go on, for some will not. But there’s no denying that social media is affecting our perception of and reaction to death in the same public, open way that it has changed other previously private aspects of our lives.