Perhaps it is just me but I have noticed that when something doesn’t go our way during the course of our interactions with a company, we are very quick to call out how the organization doesn’t get social business. Sometimes the reverse is also true. Something good happens and we praise the company as getting “social business.” It’s as if we are basing these characterizations on single instances of disappointment or satisfaction. Furthermore these experiences are also subjective.
Just because something good or bad happens when we interact with a brand doesn’t mean they get social business or that they don’t get social business. It’s not quite so simple to paint every organization with such a broad brush, especially when social business today doesn’t really mean anything, ask several people to explain it and you will get many different responses.
Companies aren’t as simple as would like them to be, they can’t just change something because we want them to (look at the airline industry as a simple example). We don’t know the inner workings of most businesses today and because of our ignorance it’s very easy to call-out or praise a company for doing something. Let’s all just take a big breathe and put away our “social business” paint brushes until the walls really get dirty.