Why Every Company Needs An Eddie
If you haven’t noticed, Southern Rail have finally gotten some positive press. And it’s all due to 15-year-old work experience placement Eddie.
Let us recap. On Tuesday, a 15-year-old teenager on work experience took control of Southern Rail’s Twitter, introducing himself as Eddie and was soon helping people decide what they should have for dinner, how to make a cup of tea and a multitude of other questions.
In fact, when Eddie seemed to disappear for a moment with ‘Neil’ answering questions, people were quick to ask where Eddie had gone. Quite clearly Eddie had captured people’s attention and felt almost protective about him – and it must be nice for Southern bosses to see such a positive reaction compared to the normal complaints about delayed or cancelled trains that have become the norm.
Still, putting a work experience intern in charge of your Twitter (even if he was supervised by the team) could have been a risky move and added to these woes…and yet Eddie pulled it off.
So what can we learn from Eddie’s oh-so-brief moment with the Southern Rail social media team?
Who Is This Anyway? – According to Eddie last week he had already been answering some tweets under guidance from the social team but this was week he decided to actually tweet out his infamous hello message. Giving his name and introducing himself gave people the chance to connect with him an actual human (not a chatbot!) at Southern Rail. Instantly more approachable.
Personality Shines Through – Take a look through any of Eddie’s responses and he is clearly just being himself – which can be more difficult than first assumed. Think of how many brands where the Twitter tone and engagement is just….wrong. Eddie responded to all enquiries (even giving his opinion on which order the milk goes into tea) showing off a fun side and proved willing to engage with people beyond the standard.
Empowered Eddie – Eddie’s clearly been trusted to respond with meaningful help (there were genuine train related questions, not just life advice!) as opposed to just reeling off a response script that didn’t help solve a problem. Empower your customer service reps to actually respond and resolve issues and your customer satisfaction will be high.
Race Against Time – A large part of the appeal of social is that customers can get information quickly. Eddie certainly provided that! He was getting back to people promptly, well within the expected response time of 1 hour that consumers expect.
So, hats off to Eddie; In the space of two days he became a Twitter sensation and showed the rest of us how to do it.
And for all you conspiracy theorists out there thinking that Eddie isn’t real….think again.
Helping companies get to know their customers has always been at the core our business. Using social to power that relationship has become a key part of most customer facing businesses and Media Measurement are here to help our customers identify, understand and connect with their customers.