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VIDEO: Excellent customer service creates Brand Advocates

Is there a brand that you enjoy more because of the personal attention they've given you? Most often this is in the service industry, but it doesn't necessarily have to be that way. Sometimes it's because you had a problem with a product and they handled it so well that you immediately became an Advocate. http://www.youtube.com/watch?v=jk3vHSfWRuw

Ted Rubin, a consultant with Zuberance, loves Virgin America, Dell, BlackBerry, and Verizon. They won him over because he just loves brands that do excellent customer service. When they handle his problems well, he appreciates it, and he tells people about it. (Read Ted's recent blog post that highlights the importance of customer service here.)

The brands that get the most advocacy from Rubin are the ones who engage and interact with him on Twitter.

-David Spark, Social Media Jounalist, Spark Media Solutions

Dave Carroll on creating an international fan base through "United Breaks Guitars"

Standing outside the Marriott at SXSW, I ran into Dave Carroll, a Canadian singer made internationally famous through his frustrating customer support story, "United Breaks Guitars." It just so happens that Carroll and I appeared together in a piece on Al Jazeera about his song and the unbelievable success it brought to him through the power of social media. http://www.youtube.com/watch?v=nFKDOagvaaA&feature=related

Carroll says that as of today, the "United Breaks Guitars" video has been viewed 10 million times. He estimates that the press from the story alone has reached more than 150 million people.

A few nice things have resulted from all this fame. Carroll's gone from being just a Canadian singer to known internationally with new fans discovering his music. And given his songwriting and storytelling abilities, other companies have approached him asking him to tell their tale in a four minute song.

-David Spark, Social Media Journalist, Spark Media Solutions