Last week, Rosey Blair, a blogger, writer, and actor published a series of Instagram stories, with more than 250 thousand people tuning in. The next day, she posted the account on Twitter and the story went viral again.
Blair asked a woman to switch seats so she and her boyfriend could sit together on the flight from New York to Dallas. The woman agreed, and when it looked like she and her new seatmate were hitting it off, Blair and her boyfriend gave the play-by-play of the budding love story. So many people viewed Blair's account, now known as #PlaneBae, the Today Show ran a segment about it.
The internet this week fell in love with a viral story about a woman who asked to switch seats on her flight and managed to spawn a fairytale for two other passengers. pic.twitter.com/PDMUOpKawn-- TODAY (@TODAYshow) July 5, 2018
When thinking about how to deliver remarkable customer experiences on a consistent basis, business leaders often focus on products, services, events, and improving various aspects of the customer journey.
While all those elements are important, remember that everything you do has the potential to be transformed into a remarkable experience for your customer. Even your social-media feed.
Here are four core lessons from Blair's social media thread that can help you transform the experience you provide with your own social channels, while also giving you insight into how to improve your customer experience on a broader level.
1. Rethink the meaning of what qualifies as content.
Content marketing is a smart way to grow your business. That's why companies like Amazon, Netflix, and Goop are investing a ton of resources into producing high-quality original content to attract new audiences.
But Blair proved the kind of content your customers want to devour doesn't have to be highly produced, planned weeks in advance, or have a hardcore brand message.
Blair used captioned photos, screenshots, and a few short videos to deliver simple content that kept people on the edge of their seats.
I produce a ton of content for my business in the form of articles, podcasts, and videos. But when it comes to social, I see the way to go isn't to use the platforms solely as a means to distribute that "official" content. Rather, it is more beneficial (and more fun for all) to create native content for each social platform.
And no surprise, stories, no matter the format, always win the day.
2. Be ready to seize opportunities that present themselves.
When your Spidey senses are primed to look for opportunities to transform ordinary into extraordinary, then you'll start to see them everywhere.
Blair and her boyfriend saw a moment many of us would have overlooked. Instead of letting their observation disappear into the ether, they turned it into a riveting Twitter event.
Last night on a flight home, my boyfriend and I asked a woman to switch seats with me so we could sit together. We made a joke that maybe her new seat partner would be the love of her life and well, now I present you with this thread.-- Rosey Blair (@roseybeeme) July 3, 2018
As a business leader, think about how you can act upon the many opportunities you and your team encounter, and turn it into relevant and timely content (while respecting strangers' privacy).
3. Connections with people drive loyalty.
One of the goals of content, particularly on social media, is to build a relationship with the people consuming it, so they'll know, like, and trust you enough to give you their attention when you have something to say in the future.
A major challenge I see with many brands and even the clients I work with is that there isn't a specific person or small group of people in their communications that their audience can connect with. No bueno.
But as humans, we connect with other humans. Our relationship with people is one of the primary drivers of loyalty. And that relationship can form digitally, even with those we don't know. Through Blair's play-by-play narrative, we got to know her, her style, point-of-view, and personality.
Because Blair proved that she could spot and tell and good story, she earned tens of thousands of followers, who want to hear more from her.
As you work to grow your brand, think about how to put a person or a group of people associated with your company center stage, to allow your customers to connect with them personally. Social-media platforms have made it easier than ever for you to do that, in particular with micro-content.
You can deliver the remarkable consistently. But that often means being equipped to embrace unconventional methods. Even on social media.