4 Flaws To Learn From Eurostar – A Social Media Case Study

So there's lots of buzz right now about Eurostar's mass travel delays following a train failure mid-Channel Tunnel, and the subsequent issues surrounding the handling of their Social Media presence. I am not intending to repeat much of what's already been said, nor lay out the background of the situation. My aim is to discuss the flawed view of the majority that is held towards Social Media.

Flaw 1: Conversations, not Communications

We Are Social are a 'Conversation Agency', and if that's what they are selling, then that's fine. But the misunderstanding for many is that Social Media is just about conversations. First of all, Social Media is communications (of which 'conversation' is a part). This means Social Media doesn't do anything outside of 'Conversations' which is often code for 'soft-sell marketing'. As we have seen, this Eurostar debacle should illustrate once and for all that Social Media is not just about marketing.

Flaw 2: Little or No Strategy

For me, a large contribution is the lack of strategic frameworks for Social Media programs. Very few people seem to make frameworks and models, and most are really not that beneficial but just tactics. Basic questions that should be answered by a good strategy: What purpose do the Social Media profiles have? How are your profiles lifting restrictions for your target audience? What provision are you making for non-conversation activity?

Flaw 3: Little or No Integration

When it comes to Social Media you've got to know that, being a communications platform, people will tweet you for things that a marketing agency can't resolve. If you view your Social Media activity as purely marketing you are stuffed. Integration goes to your 360 degree management structure – who reports to who – where to go for information – ensuring that each message is systematically resolved.

Flaw 4: Non Experiential

The user doesn't care about your internal structure. They care about their experience. When your Social Media presence fails to provide a human, responsive, accountable experience, the brand pays the price. Eurostar's accounts went silent exactly when people needed them most. That silence was the experience.