Understanding how to communicate with customers, and really connect with them, is something that many businesses struggle to get right; especially when it comes to social media.

When I see an example of getting social media right, it fills me with a little burst of joy.

So that’s what I have for you today.

A little burst of joy to brighten your day, which cunningly includes a little lesson in communications and engagement.


Getting social media right, just as with all communications, depends on what your objective is.

What is the purpose? What are you trying to achieve? What is the message you are trying to get across?

If you are trying to use social media to engage with your customers it might be worth taking a lesson from Tesco.


[Yes, you heard me right]


Recently Tesco have demonstrated an excellent example of customer engagement.

Wes Metcalfe of William the Worm fame (bear with me), and  Rob from Tesco Customer Care, (of massive supermarket chain fame) go down in my book as a brilliant example of getting social media right.

The story started when Wes found a dead worm wrapped around a cucumber that he’d bought from Tesco.

That is where the exchange began.

Wes shared his disappointment (complaint) with Tesco via facebook, and the way they handled it was fantastic.

They listened to their customer and communicated back to him in his own style; in a way he would understand and appreciate.

They connected with their audience.

The posts went viral.


I believe Tesco’s reputation will have increased with customers because of how they have handled this communication despite the fact that “William the Worm” was an opportunity to damage it.

Tesco certainly went up in my estimations.

They showed that they have a sense of humour, but most importantly,  the ability to listen and respond to their customers in a way that means something to the customer.


The Gold medal in Communication and Engagement goes to Rob in Customer Care.

Rob’s  response this week has to be one my favourite posts this year.

I am a fan of a good parody, I’ve written a few in my time. The most recent facebook exchanges between Tesco and their Customer, Wes,  (based on Eminem’s massive hit Stan), has to be in my top 5 parody’s ever.

I take my hat off to Tesco’s social media team and to “Rob in Customer care”.

In fact, if these responses were written by “Rob in Customer Care” I do believe he is due a promotion to the Tesco Social Media and Communication Team.

You can see the facebook post and Tesco’s reply below:

At Leading Conversations I often talk about knowing your audience. It is absolutely key to making a difference with your communications.

“Connect with the audience that matters to you, in a way that matters to them”

You nailed it Tesco. Well done.


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