Interview 2 With Comcast

What is your name and official title at your company?

Frank Eliason – Senior Director, National Customer Operation

What is the name of the company you work for, and what does it specialize in?

Comcast.  Today, we’re the country’s largest provider of cable services – and one of the world’s leading communications companies. We’re focused on broadband cable, commerce, and content. We deliver digital services, provide faster Internet and clearer broadband phone service, and develop and deliver innovative programming.

Why did your company choose to establish that presence?

As a way to listen to our Customers and meet them where they already are

Which social media tool or service (twitter, Facebook, youtube, etc.) has proved most beneficial to your company and why?

I  think every social media tool offers unique benefits.  Forums are great for highly technical information and finding ways to supplement support for devices beyond those provided by our company.  Your internet experience may be impacted by your computer, your router, our modem, our network, or things beyond our network.  Forums, and the peer helping peer aspect, are a great way to offer support in all areas of the experience.  Blogs and You Tube are the Customer story in their own words.  I have always found stories to be so useful in learning from our Customers.  Twitter adds value due to the immediacy and searchable content.

Is your company using multiple services?  If so, which ones?

Yes.  Facebook, forums, blogs, You Tube, Twitter, Facebook and many smaller websites.

If the answer to the above question is yes, do you feel there is a benefit to having a presence on multiple social media outlets? If so, why?

It is meeting the Customer where they are, not having them meet us where we are

Is your company using these services mainly as a marketing tool, customer service outlet, or just as a way to connect to its customers in general?  In other words, what’s your overall objective for social media strategy?

Meet Customers where they already are, learn from them and assist when we can

Do you have someone on your staff entirely dedicated to managing your online presence?  If so, what do you feel are the benefits of having a dedicated social media staff member?

We have a staff of people dedicated to our Customers in this space

What sort of clients or customers do you see embracing these social media tools?  Is it just the geeky type, the brand evangelists, or are you starting to see average everyday people using them to connect to your company?

All of the above.  Based on sheer numbers there are a lot of people in social media

How does the volume of communication from social media outlets compare to that of traditional communication sources for your company such as e-mails and telephone communication?  In other words, are more customers calling you, or are they communicating with you through social media?

We have a million interactions each day with our Customers.  Social media is a smaller amount then phone, email or chat, but it does provide us the opportunity to assist where Customers are.  When necessary we can also easily broadcast a message.

Do you give the customers that contact you through social media means any sort of special treatment such as priority customer service or special incentives? If so, why?

No, we strive to treat everyone in the same manner.

Thanks, Frank!  Check out Frank’s Twitter page at @comcastcares