If your train is wrecked, you need to fix the train

Customers seldom attack the company regarding their social strategy. They complain about your bad trains, bad customer service or your meanness in general. Social Media amplifies the customer’s voice.

– Arnt Christian Scheele

Train wrecks

Digital productions used to be an add-on to the general campaign, ending up not exploiting the strengths of digital media, but as a half product. Though this is changing, the same trend is present for social media: 5 % of the budget is used to create the social media product – at the end of the digital production.

NSB had enormous problems with their local trains, and therefore also got a tsunami of complaints on their Facebook page – about their bad trains – not about their social strategy. If you are evil, creating a Facebook page won’t make you less evil (NSB is not evil).

Conclusion: If your train is wrecked, you need to fix the train.