First Media: Snark can’t buy them love

First Media’s blundering tweet last night is a lesson why corporations and brands should be concerned about their social capital.

At about 10pm First Media social media admin thought they’d be clever and ride on the Eiger letter fiasco that earned the ire of Indonesian netizens.

Through its twitter account @FirstMediaCares they posted a letter similar in format to one sent out by Eiger competitor Arei, which was used to shade Eiger’s obtuse letter because its invitation for consumers to review its products was very laid back and inclusive.

Obviously, the First Media admin thought they were being smart and witty. Afterall, many companies had done the same and they raised a chuckle and approving plaudits from Netizens.

The posting attracted the attention of Uber influencer Ernest Prakarsa who simply commented: “Aduh. First Media. Aduh.”

He followed this with another tweet saying “Heads gonna roll” and attached the image of the First Media letter.

What followed was a long chain of replies and comments from other Netizens and disgruntled First media customers spewing invective with the common refrain: get the bloody service right before trying something snarky

PANIC!

The First Media admin began their first aid by deleting the posting with the image of the letter, thinking that they could mitigate the barrage of criticism.

As always, on the internet once something is posted there is bound to be a Smart Alec out there who has downloaded or screen captured the image. You just can’t put the Jinn back into the bottle.

True enough, netizens began posting the taken down image and First Media became the laughing stock on Twitter.

This incident provides a good example why corporations without strong social capital are often attacked and criticized.

Social Capital is about a network of relationships built on shared values, trust, cooperation and reciprocity. In other words you have to take care of your stakeholders and win their trust instead of just taking their money and shafting them when it comes to after sales service.

Social Capital, if you observe from the many complaints and invective of dissatisfied and angry customers directed to First Media on social media, is something that the company obviously has a deficit of.

As such trust in the company is low and at any given opportunity the tendency of its users is to trash it. Even an innocuous attempt at humor like the letter last night backfires because the brand has such low social capital.

What can the brand do? It can start by listening to its customers and acting on their complaints for a start. The number of people who feel like they were banging their heads against a wall when trying to get First Media to restore their service is legendary.

I know that there are many disgruntled First Media customers out there. If any of you are disgruntled and think First Media is unresponsive or ineffective in servicing you, just leave a comment below for them to know how low their Social Capital is among their most important stakeholder – you the consumer.