There are plenty of brands using social media for customer service. Most monitor comments and act to remedy anything negative. Really a no-brainer.

UK bank First Direct has taken a bolder approach with First Direct Live. The site invites comments from the public, whether you are a customer or not, and also tracks sentiment from other social media sites. The net takeaway is that First Direct is proactive about its brand and is willing to engage, listen and act on feedback. They have chosen to use social media as a living, breathing window on the health of the brand. This presents a new kind of active customer service.

Here’s an interview regarding the initiative with First Direct’s head of marketing.

Aside from being beautifully designed and executed, this is intelligent. Definitely one to watch.