Can’t Email That Important Client? Facebook Them!

October 7, 2009 at 10:19 pm (marketing, networking, News, social media) (, , , , , , , , , , , , , , , , , )

Rose Brand's Crystal Series at the University of Tampa

Rose Brand's Crystal Series of stretch fabric at the University of Tampa

Through my blog and twitter updates I have cited many case studies of social media as a networking and branding tool, way to maintain community involvement and policing, and even a case or two of how it can make you unemployed or put in jail. But I saw a tweet on September 25 that gave social media a true business-to-business validation. The tweet came from @Rosebrand and simply stated,  “Just used facebook to communicate with a client regarding an emergency order. Was not able to connect via phone or e-mail but FB worked!” This got my attention.

Here’s the back story – who is Rose Brand: “Rose Brand is the leader in flame retardant fabric, theatrical draperies and production supplies for entertainment, schools, events, exhibitions and houses of worship.” If you have attended a concert, corporate event, tradeshow, or theatrical performance, chances are you’ve seen their work.

…And now for the story: Toward the end of the day on a Friday a member of the Rose Brand West sales staff received a call from a major scene shop in Las Vegas. They had ordered a large amount of NeoFlex, which can be considered a specialty item due to the specific parts and pieces needed. Unfortunately the contact information on the order, and the contact for the project were not one in the same. Thus conventional communication methods – phone, fax, email, smoke signals, semaphore, etc – were rendered moot. Due to the time difference the East Coast office was closed, and the original sales person was unable to be reached. In addition to these communication problems, the item in question was only available from the New Jersey warehouse. Rose Brand operates two warehouses, one on each coast, but they have a vast inventory so some items are only available through one warehouse.

So how does social media come through and save the day? The client contact in this case is a “friend” on Rose Brand’s Facebook Page, and happened to be online at the time. A quick message was sent via Facebook that explained the predicament. That message led to the acquisition of the proper contact information and then a call from the client – 5 minutes later, problem solved. As a Rose Brand representative stated: “In this case Facebook proved to be invaluable. As the end customer was on location and time was running short, it might have been impossible for the client to be reached during normal business hours.”

Social media for the win!

In early 2009 Rose Brand created a Facebook page and Fan page. The company, and members of its staff, are connected to TheatreFace, ProLightingSpace, LinkedIn, and other social media forums. Like many other companies Rose Brand is finding that there is no exact science to the way social media is used, but the real-time learning and conversations that it provides proves invaluable in the day-to-day, business-to-business world.

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1 Comment

  1. pbarbanes said,

    Excellent example of 1) how we’re almost always “connected” now, in some form, whether that’s being on Twitter or logged in to Facebook available for chat, and 2) how the world continues to “shrink” such that the fabled “six degrees of separation” is almost disappearing. I’m no longer six “degrees” away from Serena Williams (@serenajwilliams)…

    And where the telephone or the amazing-it-still-exists FAX (!) in many ways HINDER our ability be available (to friends, clients, end-users), social media and mobile technologies ENABLE us to be available – as Rose Brand’s example shows. Double-edged sword, of course, but the benefits far outweigh the …what’s the word for opposite of benefits? : )

    Thanks for the post!

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