How much time per employee per day for social media?

Bruce WilsonI recently attended an interesting presentation by Veronica Belmont, a.k.a. @veronica (yes, she’s a Twitter early adopter) who is a celebrity in the online gaming sphere and has over 1.5 million followers on Twitter.

Her presentation was wonderfully succinct. Her (surprisingly) short slide presentation was useful while concise. Which left plenty of time for Q&A, where again she was succinct. For example, despite being on stage with a microphone and license to babble on, she answered several questions with a single word. Words like “yes,” “no,” and “hyper” (the latter being the quality needed for an effective online community manager).

Even so, @veronica says it takes her 4 or 5 hours a day to manage her social media. Of course, this is a major part of her job, and she’s a new media superstar to boot. The average individual doesn’t need to spend so much time on social media (more in a future blog entry). But for customer-centric companies it makes sense to have someone whose job it is to spend plenty of time engaging with customers.

For example, someone recently asked me how Zappos.com can afford to allow its customer service reps to spend virtually unlimited time with each customer (in one instance apparently someone spent 90 minutes just chit chatting with an elderly customer). I laughed and said: Zappos can’t afford not to. Customers will pick up on the vibe customer service reps are giving off. Customer service reps will give off the vibe they are given by their managers…who give off the vibe set by corporate management. Zappos’ vibe is to love the customer, for real.

Let’s face it, customer service reps aren’t professional actors. And even if they were, let’s consider method acting for a minute. I’ve read that Jim Carrey drives people around him crazy by being “in character” for weeks at a time when shooting a film. In other words, its hard to turn good, emotionally genuine acting on and off.

So as I see it, Zappos had a choice. Amazing customer experience: “on” or “off”. They’ve chosen “on,” and their customers have chosen Zappos. Which is part of why Amazon.com bought Zappos a few months back for close to a billion dollars.

[Thanks to the Social Media Club of Seattle for inviting @veronica to speak!]

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