Sarcasm is the kryptonite of social media marketing.
After a brand reaches the friends-and-family scale, it becomes very difficult to determine whether the people chattering about your brand have serious or mocking intent. Social listening platforms offer sentiment analysis, but…yeah.
Today, I stumbled upon Apple’s approach to the problem, as seen above. Basically, they ask “are you serious?”
I had asked Apple for a refund to my son’s iTunes card because, somehow, the App Store allowed him to download a game on his iPod Touch that it couldn’t play. After resolving the issue (surprise: refund!), they sent a pretty standard customer satisfaction survey. At the end of the survey, they had an open-ended text box for the respondent to put in any other comments.
Beneath this box, the survey had the question you see above: “was your comment above a compliment, suggestion or complaint?”
Granted, a CSAT survey differs greatly from a tweet. But I wonder if a big brand couldn’t create branded hashtags to allow commenters to identify their tweets as “compliment, suggestion or complaint.”