Social Media is Nonstop Customer Service
Do you spend any portion of your workday handling social media (or anything related to it) for your company? If the answer is yes, then no matter what your official job title may be, you are essentially involved in customer service.
In today’s business environment, social media is a channel where customer service happens on a round-the-clock, nonstop basis. And trust us, this is a good thing.
Businesses that are diligent about watching their social media activities are able to seize customer service opportunities that may not be available otherwise. As a result, they can perhaps salvage a relationship that has taken a bad turn after a negative experience.
Traditionally, a large percentage of unhappy customers don’t bother to complain. They simply take their business elsewhere. However, people who may not go through the trouble of sending an email or making a phone call to report a bad experience will often be more than willing to express their opinion on social media. While obviously it isn’t pleasant to be on the other side of an unhappy customer service experience, this is a valuable opportunity for you. After all, you can’t rectify a problem if you aren’t aware of it. By hearing about the customer’s experience, you have the chance to reach out to them, apologize and try to make things right. While this may not always be successful, at least you have a chance that you likely wouldn’t have had without the help of social media.
Of course, it isn’t just complaints that are expressed on social media. Customers (and prospects) may also ask questions or even share compliments about your company and its services. Whatever the particular comments may be, it’s important that you acknowledge the person, thank them for their feedback and offer any assistance or information that might be helpful.
In other words, you want your audience to know that they have been heard and that you value their opinions. Research has shown that this greatly improves the odds that this person will recommend your brand to their friends and networks.
You may not be able to monitor your social media channels 24/7, but should make it a priority to respond as quickly as possible. Depending on the circumstances, you might need to do some legwork and try to get additional information or investigate a solution to the problem. This extra time and effort will almost always prove to be worthwhile, as you are helping to establish a positive connection with a customer. These connections are critical to establishing strong relationships with customers who will prove to be loyal for the long-term.
For additional thoughts on how you can use social media to support your overall business strategies, check out this post from MarketingProfs: How All the Cool Kids are Using Social Media to Achieve Business Goals.
And if you need assistance handling social media campaigns and creating the most effective communications strategy, we would be happy to help.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.