It’s a fact, people turn to social media for customer service. When they post on a brand page and don’t receive a response it’s like phoning a business, leaving a message and never receiving a call back. Except on social media it is of course different, the public get to see what others are saying about you negatively and positively. Ultimately what you want to achieve is a good online reputation.
It’s fair to say that most business pricing is competitive, what differentiates in who we turn to is how we are dealt with. In most of society it is the emotional connection of feeling special and being cared for. Therefore, good customer service settles the deal and sets the influence for consumers to make future purchases with a brand.
It’s fairly simple to put this into perspective:
Mary knows about your brand and Mary utilizes your company services. Post service Mary realizes she is not content with the service. She calls your company and queries or complains. She either gets a response or leaves a message. If she feels the response she received is not good enough she is unsatisfied. If she has left a message to be called back and hasn’t been she also sits unsatisfied and annoyed by not receiving the right kind of attention. Mary doubts that money spent with your company was a good decision to make.
What else could Mary do to be heard? Use her social network of choice because someone representing your brand is there, right? —- right?
Well, maybe. Let’s assume it’s a yes. Is that person trained in customer relations and how to deal with different personalities? Does that person understand that social media is a tool used for two-way communication and building relationships. Most importantly, is that person going to answer with the right mind-set or with an aggravated mind-set. Is that person going to put your customer at ease or upset them further causing a wild fire situation that invariably trends itself into a social media nightmare causing chaos, uncertainty and insecurity about your brand?
Let’s assume that does happen, is your team equipped to deal with negative public relations and how to fix a blazing fire spreading on the internet? Do you have a PR Crisis/Risk Management Plan?
If a brand chooses to be visible on social media which they should, they must understand how to use it for business and be prepared for its challenges.
Having a friend who has a Facebook or Twitter account handle your business on social media is not the right way to go. Although they may be very intelligent and perhaps understand how to do fancy technical design that is worlds apart from company communications and quality social media business practice that is stimulating but also in line with your company core values and subtle brand messages.
It can be a very rewarding experience with a solid social media strategy and the right balance of all necessary elements that serve in the interests of your online communities and you.
Social business success can be yours because you can do social.
Blog by Daniela Bascelli (Social Media and Digital Marketing Strategist | Trainer at Onyx Digital Team). Follow Daniela on Twitter: @danielabascelli and follow the team @onyxdigitalteam. For more information on our upcoming social media training and service offerings, please contact us.