Why does Comcast care about Twitter? (Video)

I was pleased to see Frank Eliason (he just launched his blog) from Comcast cares join us at Forrester ‘s Consumer Forum this week. In fact, I talked to many of the world’s largest brands about social media marketing during my 1 on 1 sessions with clients (almost 14 of them), it was really the common theme throughout many discussions.

If you don’t know the story of Comcast Cares, well they’ve a pretty disliked reputation for service and support (see sleeping technician), but are trying to turn a new leaf by responding and supporting customers using Comcast Cares on twitter. I had to use this a few months ago, as my bandwidth was extremely slow at home, and they responded within a few minutes.

Frank has become somewhat of a a celebrity, they are frequently mentioned in presentations (mine included) and while many companies are now supporting customers on Twitter, the reason why they get so much attention is because, just like Microsoft and Dell did, the tarnished brands get extra community kudos when they stick out and try to connect with customers.

I polled my twitter followers (twitter is my social computer) to pose some questions for Frank, and I found these ones to be interesting, tune in to find out his responses.

seacatz: @jowyang what’s the most surprising customer experience or story he’s encountered so far?

davefleet: @jowyang does he have the power within Comcast to actually get issues addressed? Is there substance to the engagement or just words?

williamu: @jowyang Ask him how SM doesn’t short circuit p2p/community groups that are Comcast focused. Is it competition or collaboration?

Tabz: @jowyang Whose idea was @comcastcares to begin with – was there resistance from the Powers that be? How did he overcome it?

Despite this outreach on twitter and other websites, what’s going to matter if Comcast actually makes changes to improve their products and service –not just be responsive to problems as they occur. I’ll be watching.

Action Items for your Brand:

  • Monitor your brand (or your clients) on Twitter using search tools
  • Secure your company names
  • Develop a roles, policy, procedure to respond
  • Before you respond, be prepared to make actionable changes, not just providing lip service