It’s pretty hot right now to start corporate Twitter accounts and Facebook pages as a way be more “social” and in touch with the crowd.   But they are no substitute for a website where you can find what you need. 

My mom had an issue with Comcast recently.  I suggested she contact them through Twitter. Their Comcast Cares persona has become pretty legendary.  But my mom isn’t on Twitter and unlikely to join so I tweeted for her and she got amazing service as a result.  It was great!  I felt social!  I felt powerful!  But really I was one squeeky wheel who happened to know about how to leverage a particular channel, Twitter.

What about the more invisible, average visitor to Comcast or anyone else’s website?  What about the person who leaves disatisfied with their experience without leaving any sort of explict feedback?  What do you learn from that person and how can you leverage this to make the experience better for the next customer?   Without my tweet, my mom would have just been an upset unknown customer, searching but not finding. 

Don’t get me wrong.  I love Twitter.  My friend’s love Facebook.  But my mom and the big silent majority are still out there, searching on traditional marketing, eCommerce and support sites for answers.  Let them help each other find what they need.   Harness their successes and their failures without making them have to actively participate in anything.   By including everyone, you really are tapping and sharing the broadest possible “social” community, both active participants and average browsers like my mom.