Men, Home Depot Knows How to Build Female Relationships with Twitter. Do You?

HomeDepot TwitterNo matter how many times I go to The Home Depot’s Twitter page to use it as an example of a company using Twitter to address poor customer service, I have never been disappointed. Unfortunately for them, there is always a sample of them responding to a dissatisfied customer. But the good news is they ARE responding to dissatisfied customers.

Women are more likely to recommend a product or service if they feel they have been treated well after a bad experience than if they had no bad experience at all.

While I am obviously not advocating bad experiences, there is a great deal to be said for responding well when your female customers have them. And as opposed to viewing Twitter as a scary thing, companies would be very wise to see the opportunity they have to make things right with unhappy female customers. These are customers who companies were unaware of in the past, but most likely created a loss in sales either directly or by influencing others, not to mention the daily input that companies could put to use to make future improvements that would increase revenue.

But upon taking a screen shot of The Home Depot’s Twitter page to further illustrate my point, I noticed that within just 10 random posts, their Twitter is packed full of doing SEVERAL things right.

  • Acknowledging problems head on
  • Solving issues in a rapid fashion
  • Building brand with authenticity and transparency
  • Starting conversations
  • Engaging people and communities
  • Building relationships
  • Serving as a resource

So, if you are still wondering how you can use Twitter as a business, you can learn a lot on how to do-it-yourself from a company who is doing it well. And keep in mind, the seven Twitter users shown below have a cumulative following of 4,002 other users. So it is not just about the 11,906 that follow Home Depot. That becomes word-of-mouth multiplied exponentially.

Let’s look at it one post at a time. Because they are in the order as shown on the page it may get a bit confusing, but I have tried to explain the threads and say which came first.

Picture 4

1. Because women value their friendships and relationships so much, companies must actually exceed expectations before a woman feels comfortable recommending your product or service. @womansvoice not only tweeted kind things about Home Depot to her 77 followers, she even wrote about her experience on her blog ending with “It may be something small, but it’s the extra little touches that go a long way.” (Sound like a recent blanket story?) Anyway, this tweet shows where HomeDepot thanked her for her earlier post, letting even more people know of her favorable experience and it started a conversation.

Picture 5

2. By retweeting a post that @ExpoMarkers posted,  Home Depot gets an unsolicited and authentic plug for their refrigerators and can share with their followers without appearing self-serving.

Picture 6

3. Engaging and reaching out to the community in a helpful non-self-serving way. Home Depot becomes a valued resource.

Picture 7

4. Home Depot followed up, obviously solved the problem and is building a relationship with @bzogleman pertaining to the issue first acknowledged in the post below. (see #5)

Picture 10

5. Home Depot recognized a problem and reached out to help.

Picture 11

6. Home Depot takes an opportunity to acknowledge something very positive posted earlier by @motownmutt letting everyone else know, as well as sparking conversation.

Picture 12

7. Home Depot has solved @gerren0854 ‘s problem that was first apologized for in a post below (#10), by again admitting inadequacies, but simultaneously revealing that Home Depot is committed to improving.

Picture 8

8. Home Depot takes the opportunity to share their brand as well as a specific store location in a fun, non-sales way.

Picture 9

9. Home Depot acknowledges a problem that @Cyclopsean must have had. Not sure how it turned out for @Cyclopsean, but again it lets me know as a female consumer, that they are transparent with their shortcomings and are willing to do whatever they can to help the immediate problem as well as improve for the long-term.

Picture 13

10. Home Depot acknowledges @gerren0854 about an earlier post that said: I think I’m going to make the switch to#Lowes for life. No more Home Depot. Bad service. Bad employees. Keep in mind that #7 shows that @gerren0854 at least responded and it sounds like it was pretty positive. If so…wow, what a turn around. And more than likely, without Twitter, Home Depot would not have ever been aware of @gerren0854’s discontent.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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3 Responses

  1. Can we use Twitter for educational activities?

  2. […] Home Depot Builds Relationship with Women […]

  3. Acknowledging problems quickly and transparency will save the day even if you have messed us majorly. Women are very sensitive to dishonest business practices and can sense them miles away.

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