Every day 300,000 people use Southern Rail: every day, a good proportion of those people are subject to overcrowded trains, delays or cancellations – or all three. Management blames the unions: the unions blame the management and now the owners of Southern Rail have been fined £13.4m – which has only increased the bitterness between the two sides.
But it’s not all doom and gloom at head office: Southern Rail have unwittingly discovered a social media star.
Eddie – sadly we do not know his second name – is 15 and was at Southern Rail on work experience. The decision was taken to put Eddie in charge of Southern Rail’s Twitter feed, which (as you might guess) is usually a seething hotbed of complaints, abuse and sarcasm. Showing that all the world’s ‘social media consultants’ are grossly overpaid, Eddie wasted no time in introducing himself:
Hi! Eddie here! Here on work experience and ready to answer your questions
Sensing that Eddie may not have the answer to why the 08:32 was delayed, overcrowded or cancelled, Southern Rail’s followers tried a different tack:
Hi Eddie! Would you rather fight one horse-sized duck or 100 duck-sized horses?
A tough one: you suspect the traditional occupants of the customer service desk would have struggled. But Eddie was unfazed:
100 duck sized horses. A horse-sized duck would be pretty scary. You? Eddie
That’s a perfect response. In less than 140 characters Eddie answered the question, empathised with the customer and clearly identified himself. And after that he went from strength to strength…
Eddie – would you rather have rollerblades for feet or chopsticks for hands for the rest of your life?
Rollerblades for feet. I feel like I could get used to them pretty quickly and get places quicker.
Unlike Southern Rail someone darkly responded. But Eddie was on a roll, and by the end of his stint was even dishing out dietary advice.
Chicken fajitas or Thai green curry tonight? @Adam_W48 needed to know.
It has to be chicken fajitas Eddie replied with a wink.
For one day at least Southern Rail had given their customers something to smile about. But Eddie is not alone in being an unlikely star of the new media…
Let me introduce you to an ever more surprising social media star – Jacob Rees-Mogg, or the MP for the 17th Century as he is frequently known. More correctly, the Eton and Oxford educated Mogg – the Moggster to his fans – is the Conservative MP for North Somerset. Unlike many of today’s politicians, Mogg doesn’t pretend to be something he is not. To many, he is what the New Statesman described as ‘a cartoonish toff.’ To others, he is a future Prime Minister – William Hill will offer you 16/1.
But Mogg also has 35,000 followers on Instagram (twice the number Theresa May has). He is not afraid to speak Latin and holds the record for the longest word ever used in the House of Commons (floccloccinaucinihilipilification – it means the habit of estimating something as worthless.) His sixth child was named Sixtus – the Guardian labelled him a ‘Tory sex machine’ – and he campaigns with his eldest son, both of them dressed in identical double-breasted suits.
You suspect that Eddie and Rees-Mogg could not be more different. But what they share is authenticity, and a willingness to answer a question. As Southern Rail casts around for excuses, as United Airlines tries to justify assaulting one of its own passengers and sundry corporate and government ‘spokesmen’ tell us what we all know is patently untrue, maybe business can learn a lesson from Eddie and the Right Honourable Member for the 17th Century. Customers are fed up with spin: more than ever they value the truth, openness, honesty and a willingness to engage.
If you have a problem, admit it. If you’re going to miss the delivery date, tell them. As the old saying goes, ‘The truth hurts, but it doesn’t kill. The lie pleases, but it doesn’t heal.’ I’d go further than that: all our businesses are about building long-term relationships. It is a central part of TAB’s message and beliefs.
The truth may hurt in the short-term, but in the long term it can strengthen a relationship. If you tell the truth when it clearly shows you in a bad light then you’re someone who can be trusted. Lies – or spin – may please in the short-term: you cannot build a long-term business on them.
…And I clearly cannot build a long term business as a sports psychologist. Time to eat humble pie: or humilem massae manducare as JRM would put it. You may have noticed a slightly triumphalist tone in the blog last week. A few words of advice for Joe Root, he scores 190 and England win the first test by 211 runs. Sadly, a week is a long time in the sports psychology business. The last time I checked (from behind the sofa) Joe Root’s off stump was lying flat on the ground and England were sliding to a massive 340 run defeat. No wonder the MCC didn’t pay my invoice…