Customer service via social media has been a growing trend as more and more businesses realize the power of these platforms. But conducting yourself as a business on social media is far from self-explanatory. Here, we review eight tips for engaging with your customers on social media.
If you’re a business with a social media presence, you want and expect customers to engage with you online. Nearly three-fourths of the U.S. population had a social media profile in 2015, and that number is expected to grow. Figures like that are telling; social media presents a significant opportunity for interacting with your customers. You can gain meaningful information when they react to what you publish. But, whether you intended it or not, customers also often treat social media profiles as alternative customer service channels.
The twist is, unlike phone calls or visits to your location, customer service interactions on social media can be very public — all eyes are watching. And because certain industries like finance are highly regulated, addressing these comments publicly can be challenging.
Following these do’s and don’ts for using social media to resolve customer inquiries will help you provide excellent social care while building a stronger commitment to your brand.
DO Employ These Strategies When Using Social Media to Resolve Customer Inquiries
- Do go where your customers are on social media. For many organizations, the heaviest hitters are Facebook and Twitter. But sites like Instagram, Pinterest, and LinkedIn rank higher for certain industries. Make sure you’re concentrating your efforts on the right channel so your engagements are mutually beneficial for you and your customer.
- Do have a social media policy and ensure the right employees are trained on it. Your policy should outline how your organization will interact over social media, and what employees can and cannot post. Ensure your legal or compliance department weighs in so the policy meets the necessary industry regulations.
- Do regularly review engagement analytics. Pay close attention to how people respond to your content via comments, shares, and video watch time. Study what’s working well, and what’s not. Understand the issues being raised and use that information to help you identify priorities, plan staffing accordingly, and arrange appropriate resources.
- Do maintain the same high standards of customer care on social media that you do on other customer service channels. Respond quickly (studies show many social media users expect a response the same day) and clearly. Avoid ambiguous answers. Once a problem is resolved, thank the customer for reaching out.
DON’T Run Into These Social Media Customer Service Pitfalls
- Don’t run afoul of regulations. Certain industries like banking, where customer accounts contain highly sensitive information, have strict rules for how they communicate with customers online and how information is transmitted when operating digitally.
- Don’t neglect comments. This leads to high rates of user dissatisfaction. A study by Conversocial showed that 88% of respondents would be less likely to buy from a brand whose social media site contained unanswered customer complaints.
- Don’t be inconsistent. Ensure your customer addressing you online receives the same resolution for the same question as the customer calling over the phone.
- Don’t let issues linger too long. If a posted comment leads to a lot of back-and-forth or requires that personal data be shared, take it offline onto another channel, whether that be direct message, live chat, email, or a phone call. The ultimate goal for both you and the customer is a resolution.
Managing social media customer inquiries successfully requires teamwork across a number of disciplines, including marketing, compliance, IT, and customer service. According to Bain & Company, “customers who engage with companies over social media spend 20% to 40% more money with those companies than other customers.” When you consider those figures, it pays to create a cohesive plan for managing your social media comments.
RELATED: How Loyal Are Your Customers?
Customers who engage with companies over social media, reports Bain & Company, “demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher Net Promoter Score℠, a common measure of customer loyalty.” Read 4 Things a Net Promoter Score Can Do for Your Business.