Social media and search engines have been around for a few years now, yet their impact on our lives and businesses are enormously visible. If you are operating a business but haven’t optimized either, know you are missing a great marketing opportunity for:
- Brand loyalty
- Lead generation
- Compounded ROI
- Customer success
- Omnichannel sales
Social media customer care best practice
The bigger problem is many businesses haven’t realized social media has the power to influence all aspect of a business operation not only marketing but also customer care, product feature/launch.
If you are in business and still wondering how you can maximize the influence of social media in your line of operations, especially customer service; here is a guide highlighting seven ways to improve your social media customer care work.
1. Have a dedicated support handle
As aforementioned in my previous post, many businesses go into social media only for promotional and marketing purposes, yet these platforms have proven contribute in more ways than advertising: one being customer support.
As your business continues to grow, and many users can find you online, and on social media, chances are you will receive lots of customer queries that do not relate to promotions. A customer may want to learn how a product or service works or why your App if it is, behaves correctly on mobile and not on a laptop.
These questions are not promotional and may escalate when dealing with a disgruntled customer.
To separate such inquiries relating to customer support from your day to day promotional activities, consider having a dedicated social media customer care support handle and put the right people to support customer care cases.
For example, brands like Apple have a separate social media handle (@AppleSupport) to handle customers queries regarding the use of its products.
The advantages of creating such a support handle include:
- Order, due to the separation of customer service content from marketing engagements.
- Better service delivery to customers leading to increased sales from your marketing campaigns.
2. Consider using groups
Ever since social media platforms introduced groups, several have mushroomed. There are groups for anything one can join. Facebook alone allows for a maximum of 6,000 groups one can enter!
Groups are great for engagement, learning, meeting new people and even for lead generations. Can you believe some individuals have secured jobs opportunities through group interactions? No matter what you do on social media, groups are crucial to a business marketing efforts and customer care work.
From groups, people are bound to ask you questions and learn about your businesses and services. It is easier to improve your customer care activities when using groups for lead generation or any other event that aims at making your services or products better.
An example of a business that has been successful with groups is online magazine “The Cook’s Cook.” When they wanted to reach more people, they created an FB group. Today their FB group has over 89,000 members against their page which has got slightly over 6,500 members. Hence, they can engage and reach more people through their group than on their page.
3. Invest in social monitoring tools
As individuals, we are naturally inclined to listen to what people say of us.
Similarly, brands too care what consumers say on their services or products – whether online or offline. One way brands listen to customers is through customer reviews, complaints, and suggestion. However, sometimes, such avenues cannot provide conclusive results.
To understand what people say about you online and on social media, you need to invest in social listening tools. Software resources like Buffer reply, Social Mention, Google Alerts, BuzzSumo Alerts, and Folowerwank can help find and interpret what users say about you or your brand online and on social media.
With these tools, you cannot miss the healthy and unhealthy things people are talking and spreading regarding your product. The response and results you get can help improve your services and make your brand stand out.
4. Respond to comments
Social media is always full of comments – which can sometimes be healthy or unhealthy. Fortunately and unfortunately these comments have the potential to go viral.
Take, for example, #metomovement. Through the hashtag, these comments received over a million share in less than 48 hours on Twitter.
Responding to comments is a beneficial way of creating engagement and improving your overall social media customer care activities.
To succeed with social comments, at least return to most but not all. Respond to both bad or good comment but not spammy. Responding to comments is an excellent way of letting online users know you exist.
5. Have a service level agreement
An SLA or service level agreements are sets of rules or commitments on how you handle social media enquirers. Without a service level agreement, the tendency for matters to escalate rise due to the impatience nature of people, particularly online uses.
Research from Attitude shows online and social media users expect a response between 1-4 hours or within 24 hours after which they become agitated. To avoid having matters escalate, set service level agreements and make your online users understand them to the core. SLA removes the waiting stress and helps improve your social media engagements and interaction.
6. Create community rule or in-house rules
For a society to coexist in harmony, the need for rules on engagement is paramount.
Likewise, social media cannot operate without rules of engagement put into play. To improve your social customer support, always be upfront and clear on how people interact and relate to your social channels.
Your audience should post no inappropriate or vulgar content on your social media walls or pages. Additionally, do not delete messages or block trolls if they are against your comments or social media posts as it may not go well with online users if you block real criticism.
7. Have a crisis response plan
Crisis happens everywhere. An example being a beauty product causing severe damage to a customers’ skin, and now the company is being sued.
Negative comments about your product or services can spread like wildfires, such as #deleteFB and #deleteUber. These are everyday matters; whether online or offline. To avoid being caught unaware when negative comments arise in your firm. Take the initiative early to constitute a crisis response plan that will define your company communication network used in case of emergencies; whether online or offline. A crisis response plan ensures your company can deal with issues that paint a bad light by directing the right people and resources to such matters.
Customer care in social media
Others ways you can use to improve your social media customer care efforts include using chatbots, developing an FAQ, tagging guest, benchmarking, and offer additional value to your users.
What are ways you or your brand uses to improve social care support? Please share in the comment section below!