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.”

2 thoughts on “Behold, a sarcasm filter!

  1. Angelina

    Wow that was unusual. I just wrote an very long comment but after I clicked submit my comment didn’t
    appear. Grrrr… well I’m not writing all that over again. Anyway, just wanted to say great blog!

    Reply

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