In recent years, social media platforms have expanded their marketing capabilities. Businesses are taking note, and many companies now consider social media to be a major component of consumer interaction. The fast-paced nature of these platforms has heightened customer expectations of responsiveness and active engagement from their favorite brands. And the consumers are engaging. In fact, according to Nielson, nearly half of U.S. consumers use social media to ask questions, report satisfaction, or to complain. It is important for your company to practice good customer service across social media. Here are a few ways to capitalize on this avenue of communication.
#1 Meet Your Customers Where They Are
Rather than focus all your energy on one platform, your customer service team should spend time on all platforms where your brand has a presence. Search for mentions and conversation regarding your company or even general industry conversation. If a potential customer asks a question, it’s important that you answer it as quickly and completely as possible. If they have to wait too long for a response, they may move on to a competing business. In fact, Conversocial reported that 88 percent of consumers are less likely to purchase from a company that leaves questions on social media unanswered. Likewise, respond to other mentions and comments.
#2 Listen to the Conversation
While it’s important to read what’s being said on social media, the information loses its value if you do not take it into your strategy conversations. You may be able to utilize feedback from the audience to improve company processes or give new ideas to your creative team. If you can, acknowledge when you change something based on consumer suggestion. Doing so may even improve your reputation online and in general. Connect online customers to the appropriate internal employees to resolve issues as needed. Integrating your social platforms and customer service processes in these ways will improve overall customer experience.
#3 Track and Manage
Create a system for documenting customer concerns from social media, and how your team handles them. This can be a complex software or a simple spreadsheet—whatever makes the most sense for your company—but keep it organized and available to everyone on your customer service team. This will help ensure that representatives don’t reach out to customers that have already been contacted, or worse, a complaint being overlooked and remaining unaddressed.
#4 Be Timely
Social media as a communication vehicle is uniquely challenging in that customers have 24/7 access to it. This means that they will expect responses from your business more quickly than over email or other communication methods. Not all staffs are large enough to have around-the-clock customer service assistance, but respond as quickly as your staff is able. If the problem is complex, let the customer know you’ve seen their message and are working on the details. The longer you wait, the less important the customers feel they are to your business. If you choose to send the person a private message to resolve their issue, still post a public response explaining that you’ve done so. No public answer can sometimes escalate irritation or anger leading to more negative feedback. Being timely is being proactive.
Get Started with Customer Service
Social media platforms are increasingly integral business tools, especially when it comes to customer interaction. Utilizing these practices can help you enhance customer experience and maintain a positive online reputation. Not sure where to begin? Call Media Venue today at (502) 855-4783 or email our SEO and Content Manager at sarah@mediavenue.com. Enhance your marketing investment with Media Venue!
