Using Social Media for Customer Service
When many professionals think of social media, they think about creating content that will get consumers from Point-A to Point-B. It is all about attracting people who are ready to buy today and converting those individuals into customers.
While growing sales are the ultimate goal, a content-only marketing strategy turns out to be a little short-sighted. Today, social media marketing will include a reputation management component that includes providing excellent customer service.
A recent article published on B2C proclaimed that “customer service is the future of social media”. This claim is not made lightly and is based on consumer trends and expectations. The fact is when a customer has a problem or questions, millions of them are choosing to go to social media first.
Moreover, when a customer asks a question or lodges a complaint on social media, it is publicly viewable. If your small or medium-sized business ignores it, or addresses it unprofessionally, you are seen as arrogant and insensitive.
However, when it comes prospective customers on social media, consumers are evaluating your credibility and trustworthiness based on how you interact with your audience and customers, more than your marketing content.
Nevertheless, this is not a new revelation. Several years ago, J.D. Powers published a Social Media Benchmark Study that revealed, at the time, “67% of consumers have used a company’s social media site for servicing, compared with 33% for social marketing.”
Additionally, “Younger consumers (18-29 years old) are more likely to use brands’ social media sites for servicing interactions (43%) than for marketing (23%).” In their reporting, they warned that if a company chooses to push sales and special offers while customers are demanding service, they risk damaging their reputation.
Current trends show that most consumers are using online as part of their shopping process, even if they intend to make the final transaction in-person. Moreover, they expect and demand a consistent customer experience.
Very often, social media is your first opportunity to make a good impression.
However, you know the old saying, you never get a second chance to make a good first impression. Consequently, it is vital for businesses to make customer service part of their social media strategy.