Tending Your Social Media Following
2/28/19
Shubert takes its social media pretty seriously. We’ve talked about it in this space before. For us, it’s not about how many followers we have for our various brands, but how we engage with people who follow us.
While the vast majority of customers still contact us by phone with questions and comments, an increasing number are taking to social media to get news and ticket info, comment on their experience, and ask for assistance. It’s nothing new for consumers at this point, but it may be surprising for a 100-year-old-plus company.
Our goal is to have conversations WITH people and let them know we want to hear what they have to say (as opposed to just promoting our brands). For example, at Broadway Inbound we’ll promote a show and our favorite spots around New York City, and then ask our audience to chime in with their own recommendations.
Obviously growing our numbers is important too. We could always hire a brand ambassador, but we prefer using great customer service to move the needle.
Most recently on Telecharge, a customer expressed dissatisfaction on social media, because they were having trouble finding tickets to a particularly hot show. After we assisted, that customer then turned around and publicly praised Telecharge and “all those who work for it.” Just by offering prompt customer service, we were able to turn a dissatisfied customer into a brand ambassador.
Lastly, it’s important for us to meet our customers for each brand where they are on social—no need to be on every platform. Why hang on to that Pinterest account when your audience is primarily on Instagram? You can’t reach your followers if you aren’t where they are.
For more information on The Shubert Organization, visit www.shubert.nyc.
While the vast majority of customers still contact us by phone with questions and comments, an increasing number are taking to social media to get news and ticket info, comment on their experience, and ask for assistance. It’s nothing new for consumers at this point, but it may be surprising for a 100-year-old-plus company.
Our goal is to have conversations WITH people and let them know we want to hear what they have to say (as opposed to just promoting our brands). For example, at Broadway Inbound we’ll promote a show and our favorite spots around New York City, and then ask our audience to chime in with their own recommendations.
Obviously growing our numbers is important too. We could always hire a brand ambassador, but we prefer using great customer service to move the needle.
Most recently on Telecharge, a customer expressed dissatisfaction on social media, because they were having trouble finding tickets to a particularly hot show. After we assisted, that customer then turned around and publicly praised Telecharge and “all those who work for it.” Just by offering prompt customer service, we were able to turn a dissatisfied customer into a brand ambassador.
Lastly, it’s important for us to meet our customers for each brand where they are on social—no need to be on every platform. Why hang on to that Pinterest account when your audience is primarily on Instagram? You can’t reach your followers if you aren’t where they are.
For more information on The Shubert Organization, visit www.shubert.nyc.
Originally published in Broadway Briefing.