I have been a big fan of Pesapoint for many years. I use their ATM network more than I use my bank’s own. In Sagana and Nyeri, where I often find myself, my bank has no presence, but Pesaapoint, through KCB, always delivers. I do all my MPESA withdrawals at Pesapoint to avoid the hassle of agent withdrawals. In my mobile money days, I had a chance to chat with some of their head honchos and I learned quite a lot
On Tuesday, Pesapoint was mentioned in a Twitter conversation about MPESA and mobile money. Check it out here
On Thursday, these two tweets popped up in my mentions from Pesapoint:
in response to this particular tweet.
I usually ignore such tweets, but these riled me. It is not the first time I have had an encounter with Pesapoint regarding ‘safeguarding their brand’. In both cases, they took the same belligerent approach.
In my Pesatalk days, we got blasted on the daily for bad grammar, bad writing, fanciful facts and all sorts of things. Here are a few things we learnt:
- Twitter threads conversation i.e. tweets revolving around one topic are linked. Read the entire conversation to understand the CONTEXT of the tweet in question. DO NOT jump in calling people careless and threatening legal action.
- If the comment/hypothesis/question in question is immaterial, ignore it. Twitter’s hive mind produces stuff all the time that is just as easily forgotten. DO NOT jump in calling people careless and threatening legal action. All you do is bring attention to your PR misstep. QED
- If you feel that the tweet under a is still making you itch, then join the conversation. Ask why the sentiment. Explore the reason behind it. DO NOT jump in calling people careless and threatening legal action.
- Joining the conversation will help you direct in the direction you would like it to go. If you can’t, it will help you get an understanding of what your brand is being read as. DO NOT jump in calling people careless and threatening legal action.
This is a case where a brand has created unnecessary vitriol and missed an opportunity to create brand ambassadors.
In other news, I am impressed by how fast Pesapoint finds mentions of itself on the interwebs. Their reactions leave a lot to be desired, but damn, these guys are…. Wait, are you NSA?
I am taking bets on how long it is before I get an email/comment calling me careless and threatening legal action. Who wants in on the action?