A growing number of customers expect social response - and as more and more companies invest in social media teams, customers have come to expect it in less time than ever. A brand's reputation often center around the customer service it provides after the sale - and social media customer service, or ‘social care’, is becoming an integral part of that customer service experience.
It starts with social media monitoring - or listening, as it’s called in the industry.
Many customers will reach out to your company or event directly via your official Twitter account and Facebook page, but other customers - especially the dissatisfied ones - will speak out anywhere and everywhere. Effective monitoring across social media platforms, blogs, and even the internet in general, is where it all begins. Proactively finding social mentions of your business or brand is key.
Next step: filtering out the noise. We employ some of the best social media monitoring tools in the business, but any method is susceptible to picking up irrelevant mentions. Working to filter the ‘actionable' from the everything is an important part of the business.
Consumers expect a fast response, and they’re turned off by robosocial - canned, one-answer-fits-almost-everything answers that some companies employ. Companies without dedicated social media managers/teams often leave the job of answering Facebook posts to whoever is most likely to be active on Facebook, but that’s not always the best course of action; when your social media manager is trying to fit in responding to complaints with their regular job duties, it often shows in the quality of your responses.
A fast response is crucial, but a correct response is just as important. This can be accomplished in a number of ways.
- We work to develop and maintain a knowledge database with approved responses to the most frequently asked questions, accessible to the entire social media team.
- Many answers can be posted publicly - for example, on the FAQ page on the official website. We work together with public relations and website development teams to merge social media trends with official company communications and brand-approved content.
Some questions don’t have a fast or easy answer - but we work together to speed up both the speed and the ease of those, as well. This is best achieved by a communications network across teams - with effective communication, even the most challenging of inquiries can be answered by the social media team in as short a period of time as possible.