A friend of ours recently posted a status update on Facebook saying that a pub we follow on Twitter had ruined a special day — she’d been kept waiting for hours for food, the staff had been rude, and that no-one had apologised. She was never going there again. Her many Facebook friends piled in to sympathise and join her nascent boycott.
For once, though, we were able to do something about it: we dropped the pub a line to pass on the feedback.
Because the publican in question had previously acted like a human being, engaging us in conversation and answering our questions, we knew that our contact would be taken in the spirit it was intended.
Sure enough, an email arrived with a detailed explanation of what had caused the problem, their plans to deal with it, and a sincere apology. We were able to pass that on to our friend and, hopefully, convince her to give the pub (which seems, generally, to be doing all the right things) a second chance.
What went wrong really did go wrong, and the pub needs to look at why the explanation and apology we got wasn’t given to our friend on the day but, nonetheless, this shows why it is worth businesses investing time in social media and that it pays to really connect with people.