Social Media Ethics Guide: Chewy
**This is a sample social media ethics guide written for academic purposes only. I am not affiliated with Chewy, nor is this based on any Chewy proprietary information. Screenshots from Twitter are edited to remove identifiable information.**
At Chewy, we strive to be the most trusted and convenient destination for pet parents. (About) Our customers have an undeniable bond with their pets and see their pets as truly a member of their family. We are here to guide them on the best products for their pets, and also on how to protect the health and happiness of their pets.
Here is an overview of our ethical guidelines, specifically pertaining to social media and virtual customer interaction.
Liking and Responding to Positive Customer Posts
We love our customers! Whenever we are tagged in a social media post, and privacy settings allow us, interact! Be sure to match the tone of the reply to the tweet itself. Because we are so involved in the lives of pets, customers reach out to us for all sorts of reasons. Often, it is to show their pets loving on a Chewy delivery. In this case, be friendly and cheerful, and funny!
But, other times, they may be reaching out to talk about how Chewy may have helped them through a hard time with their pet, like a medical issue or their pet passing over the rainbow bridge. This is when you show care and sympathy. Let them know that we are thinking of them and want to help.
Using UGC from social media
Our customers are passionate about their pets and our service, and they love to post about both! It is common for our fans to post photos of their precious pets enjoying their new goods, or posing with a box. Sometimes, they just post them and tag us so we can see how adorable they are! If the photo is one that you think will be a great fit for our feeds, take the below steps.
1. Like and reply as we would for other positive posts.
2. Send them a private message/DM to ask if they would be willing to let us share the content. (Can Businesses)
3. If they say yes, send the standard “UGC Photo release” copy. Have them reply back in clear words that they agree and consent to us using/reposting their photos. Document this exchange on our internal servers to prevent losing the exchange on the social media profile. This photo release copy includes permission to use the image and tag the creator’s username in posts online but waives this requirement if the image is used in non-social media marketing, like email background images.
4. When obtaining the image, ask for the customer to send the original, if possible. Be sure to store the username along with the image for proper credit when posting. We typically use the camera emoji followed by the tagged account name.
Responding to Non-Emergency Customer Complaints
It can be (understandably) frustrating when a customer receives an experience from Chewy that does not meet their (rightfully) high expectations. We have earned the reputation of excellent customer service, and we need to do everything we can, on every channel, to maintain that.
When a customer has a complaint that would be considered a non-emergency (damaged shipping box, wrong item in order, late delivery), use the steps below.
1. If privacy settings allow, send the customer a DM. Once the DM is sent, reply to the customer to let them know we are sorry for the inconvenience and to check their DMs.
2. If the privacy settings do not allow it, reply to them stating an apology and ask them to DM the Chewy account.
3. Route a claim through our CRM to the customer service team to remedy the situation (send a replacement order, refund a purchase, etc.). The Customer service team will send email updates to the contact information on file once completed.
4. If the customer continues to reply to the comment/tweet and not the DM, do not engage on the thread/post. Keep referring them to the DM for resolution. We use the 2 replies only rule. (How To)
Responding to Emergency Customer Complaints
While rare, a customer may use social media to let us know about a serious issue, like one of our products causing some form of harm to their animals. In a case like this, it is imperative to use our crisis management plan. For social media, basic steps are outlined below. (How To)
1. Pause all outbound communication from Chewy accounts, including social posts and customer emails until told otherwise by a supervisor.
2. Reply/comment back. Acknowledge that there was an issue and that it will be immediately looked into. However, do not promise an immediate answer/solution.
3. Consult the Chewy Internal Alert and Response Organizational chart. This outlines the types of issues that may arise and who to contact about them.
4. If the issue involves another company’s product that we carry, do not speak on their behalf. The internal response chart outlines who from our organization will contact their team. From there, it will be determined if a collaborative response or individual responses are more appropriate.
5. If there is a lot of attention on the initial social media post, a new and original social media post to address the situation would be appropriate. Acknowledge that an issue was discovered, let the public know we are investigating, and encourage them to either contact a CSR or visit a linked page (FAQ or blog post) for more information, depending on the severity and complexity of the issue.
6. If it has been determined that a recall/cease and desist for a product is necessary, post this information as soon as the approved notice is received from management.
7. If any new posts/replies are generated about the topic, direct users to the same CSR contact information or FAQ/Blog page as applicable.
This code of ethics covers our most common social media interactions with customers but is far from exhaustive. When in doubt, use the ‘Approval Chain of Command’ to ensure that all your posts, comments, replies, etc. continue to abide by Chewy’s reputation and expectation of excellent customer service.
about chewy.com. (2017). Chewy.com. https://www.chewy.com/app/content/about-us
Can Businesses Use Customer Images on Social Media? | Insureon. (n.d.). Www.insureon.com. Retrieved July 25, 2021, from https://www.insureon.com/blog/can-businesses-use-customer-images-on-social-media
How to Manage a Social Media Crisis in 9 Simple Steps. (n.d.). Convince and Convert: Social Media Consulting and Content Marketing Consulting. https://www.convinceandconvert.com/social-media-strategy/dont-be-scared-be-prepared-how-to-manage-a-social-media-crisis/
