Comcast Cares, if you listen to slogans. Truth is many customers don’t care OR listen to slogans – especially when it comes to cable companies.  

Enter @ComcastGeorge, who proactively responds to complaints about Comcast on Twitter.  He has pals too: @ComcastScott, @ComcastBill, @ComcastBonnie, @ComcastSherri and @ComcastSteve.

George and pals search for Comcast comments on Twitter, and respond to negatives with personal offers to help.  They also say “we’re glad to hear you like us” in response to positives (but nearly everything they respond to is negative).

This is a truly expereince-driven use of social media.  While many companies try to use social media to promote their own messages, Comcast is straining its ears to respond to its complaining customers.

Behind the Twitter screen, there is good news for Comcast performance too. The company has demonstrated steady improvement in the basic financial metrics over the past two years.

Will most customers write @ComcastCares if they’re mad about their service?  Probably not.  But by responding personally to friends who vent to friends about their problems in the social ether-sphere, Comcast takes a step towards demonstrating they care.

In a tightly competitive market space  where customers too often feel captive to the companies they choose, Comcast is using social media as a tool improve – or speed – what happens and how customers feel on the way to a solved need.  Pretty cool.