Inside Pandora’s Box: A Twitter Story

Sure, I twitter. I am also a huge fan of Pandora.

If you don’t know what Twitter is, it’s a service people use to constantly complain about Twitter. It’s also this. Pandora is an online music site that helps you fine other music you’ll love:

With Pandora you can explore this vast trove of music to your heart’s content. Just drop the name of one of your favorite songs or artists into Pandora and let the Genome Project go. It will quickly scan its entire world of analyzed music, almost a century of popular recordings – new and old, well known and completely obscure – to find songs with interesting musical similarities to your choice. Then sit back and enjoy as it creates a listening experience full of current and soon-to-be favorite songs for you.

I’ve found – and purchased – a lot of new music because of Pandora. I’m a fan.

And I’m happy to report that some businesses have also figured out that with so many people on Twitter, they (the businesses) might as well see if they (the people) need anything else.

Enter customer service at the place where the customers are already talking about the brand. Some outstanding examples of excellent Twitter engagement have been detailed on many other outstanding blogs. It works.

Here’s my story. I follow the Pandora_Radio twitter feed ’cause they engage and occasionally provide interesting tidbits about what’s going on at Pandora HQ. It’s voiced by Lucia, Pandora’s Community Manager. Some select examples:

I saw a tweet go by my stream the other day and I responded with an unsolicited suggestion that Pandora not automatically play the last station you were listening to when you visit the site. I merely suggested a “which station would you like to play?” query during the load. Minutes later I got a direct message from Lucia saying she would present that suggestion to the team.

Now whether they do or not is only half the issue (well, maybe 65%). The main point is that they heard me and took the time to respond and acknowledge my suggestion. That makes a big impact on a user who – without question – has a lot of on and offline music options. Pandora’s advertisers should be pleased. And you should be looking into ways to engage with your customers. What ways are you providing for them to touch base with you?

Also, they should totally implement my suggestion.

(post updated to remove some annoying spelling errors)

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2 Responses

  1. Hey, thanks for the props, Luke!

    I did share your idea with my colleagues, as I do all deserving ideas. That fact, however, does not mean we’ll implement it. 😉 I do think a lot of listeners like that music starts playing immediately when they go to Pandora, without any clicking.

    But I understand why you want this: when I go to Pandora wanting to listen to classical music, but what starts playing right away is rap (because that’s what I listened to last) it can be a wee bit jarring.

    Thanks for listening, and for your (ongoing, I hope) suggestions.

    cheerio,
    Lucia, from Pandora

  2. Lucia,
    No problem. Thanks for sharing the thought, of course, I understand not everything can be implemented. My point has always been – if you have a suggestion and never share it, then you never had the suggestion. I wonder how many customers want something from a product or service and never speak up, stop using the product and then product disappears. When, in reality, the company just wanted the feedback. What if hundreds of thousands? What a shame. Then companies roll out useless features and wonder why people don’t love the product.
    Your Classical/Rap example is illustrates my point precisely, thanks for understanding. We’ll see what happens…
    Best to you and the team
    – Luke

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