There have been many examples over the years of large enterprises doing a great job of customer service and social outreach. Going back three or four years, the blogosphere spent a short period of time obsessed with Comcast’s social persona, Comcast Cares. In my antipodean neck of the woods, my airline of choice, Air New Zealand, was an early adopter of social service and a strong proponent of engaging customers wherever they may be.
But times have changed. While back in the day one or two individuals could handle all of an organization’s social support conversations, today, social channels — be they Facebook, Twitter, Instagram or whatever — are an increasingly large source of comments and questions. Organizations really need to change the way they think about supporting these channels.