Social media in big companies

A couple of months ago Telstra joined Twitter via their ISP Big Pond, I and others wrote harshly about how the implementation had been a failure. Since that time the Telstra team have been taking on board the feedback and have made significant changes to the way they engage with people online.  After initially trying to go alone they have engaged with some of the best minds on social media in Australia to change their approach. The changes have been so dramatic I am surprised and impressed.

The original engagement via Twitter was:

@bushgeek Got a BigPond® query?! Ask about BigPond® via this link http://tinyurl.com/ 5ufhvf & a BigPond consultant will email you back.

Now this is a typical customer engagement via Twitter:

@jackmcintyre It’s a known issue being worked on,we suggest keep calling Tech to get it more attention to get it fixed quicker.

They are also having a bit of fun with people, yesterday was games day:

@BigPondTeam Wow! There are some fast people out there. #1 track currently is ‘Poker Face’ by Lady Gaga for $0.99 and its DRM Free! about 17 hours ago from TweetDeck

@BigPondTeam Who can tell me what is the #1 track on BigPond Music, and how much does it cost to purchase? about 18 hours ago from TweetDeck

@BigPondTeam We are going to try a few different things today, so feel free to play along!! #BPS

They are generating interest in some of the services on offer and yes this is marketing but in a fun way. I played along and to tell you the truth will go back to the Big Pond site to check out what is there.

Telstra also ran a short survey yesterday to get feedback from a number of people on how they were performing on Twitter. Before filling in the survey I thought I would ask my Twitter followers their thoughts as well. Here are a few.

pollyemj @mspecht my only interaction with @BigPondTeam was a bit spooky – just weird to be contacted randomly after i mentioned them in a tweet about 19 hours ago from twhirl in reply to mspecht

joshsharp @mspecht after a terrible start they very quickly took on feedback and turned it around. they’ve actually done a quite good job.. about 19 hours ago from twhirl in reply to mspecht

jurgen @mspecht I think they’re doing a good job. It’s personal and personable. Friendly and forthright. Not just an announcement stream. about 19 hours ago from NatsuLion in reply to mspecht

ourfounder @mspecht I’m obviously across the big pond,but looking over their tweet history I like the voice and regularity of the posts. Good info too. about 19 hours ago from TweetDeck in reply to mspecht

After further clarification from @pollyemj I found this interaction was at the start during the corporate robot response period.  The overall feeling matched mine. Terrible start, great improvement.

This gets me to wonder, the employees at Big Pond who are working with their customers in a more human and open fashion are they more engaged employees? Do they now enjoy their job more? Do they trust their employer?