These types of communications are really hard to manage and react to nationally. The reason is that it’s not a brand that gets the feedback. It’s that specific store.
Atlanta, GA (PRWEB) May 18, 2012
In his latest blog post on retail thought leadership site WhatsNextRetail.com, Retail Practice Leader at Junction Solutions and customer experience thought leader Lindsay Carpen discusses the challenges social media is causing retailers and offers numerous suggestions on how to address these problems.
In his first of four new blog posts on this topic, Carpen advises that retailers should not be responding to comments or criticism found on the social media sites and that all responses should come fromlocal management. "These types of communications are really hard to manage and react to nationally. The reason is that it’s not a brand that gets the feedback. It’s that specific store."
"They’re making comments on a specific store in a specific neighborhood about an experience that they had at a specific point in time. You have to empower the people in the store to be able to deal with that. You have to take a hard look at where your social reputation is coming from and who is the best person to manage that. And I think you’ll find most of the time that it’s people in the store," Carpen said.
Lindsay Carpen is Director, Junction Solutions Retail Practice, and a contributor to What's Next Retail, a thought leadership site led by members of the Retail Industry Partner Community, a network of Microsoft Dynamics partners.