Social media is an integral part of communication for today’s customers. They share opinions on products, services and the enterprises they do business with on social sites. They create reviews and posts that can influence thousands of other potential customers. When your contact center monitors your enterprise’s social mentions, it can help you manage the discussion and protect your brand. Here are 5 tips to consider for your social media monitoring program.
1. Listen to what your customers are saying on social media.
- Match your social media management platform to monitor the sites that fit your brand best, such as Facebook and Twitter. Align with where your customers are talking about your brand.
- Configure your team based on volume. Determine the effort required for adequately monitoring customer service during average and peak times.
- Start with traditional brand training for your social media moderators then provide additional training on tools and procedures needed to respond on social media.
2. Respond quickly.
- Customers expect “always-on” support and very quick responses on social media, within 60 minutes. Scan social networks every 30 minutes for new posts.
- Match speed to platform. Facebook, for example, considers replies within 5 minutes “very responsive” and displays your response rate on your page. If a high response rate is important to you, Brand Specialists should scan Facebook more often.
3. Create processes specific to management of customer service on social media.
- Create a process that outlines the types of comments that you will:
- Respond to publicly.
- Take offline with a direct message to respond within an alternate channel.
- Determine require no intervention.
- Provide a flow chart-based reference guide that clearly shows Brand Specialists how to process each type of post.
4. Provide personalized responses.
- Create a series of pre-written replies to use for public or private posts to help streamline the process and create consistency. Write these carefully because:
- The customer interprets written words without tone.
- Replies can potentially be seen by thousands of people.
- Personalize pre-written responses on a case-by-case basis to be specific to that customer’s needs. A response that feels automated will be counter-productive. Add a human touch by:
- Using a customer’s name if it can be gleaned from their social profile, such as “Hello Donna.”
- Ensuring the replies are positive in tone.
- Showing empathy and apologizing when necessary.
- Closing replies with the Brand Specialist’s name or initials, rather than a company name.
5. Bridge the gap between social media and traditional channels with your Customer Relationship Management (CRM) system.
- Add the social media channel to your existing CRM to develop a customer-centric profile. You can manage the social media conversation in as much detail as you would a telephone, chat or email inquiry.
- Including social media activity on CRM allows the conversation to flow seamlessly with a customer whose contact starts on social media, but continues on another channel.
- Having information from all channels on your CRM allows:
- Brand Specialists to keep track of all the customer’s issues/transactions in one place.
- The customer to use their channel of choice.
- Brand Specialists to provide consistent customer experience across all channels.
Social Media Customer Care can be complex, but is necessary. About 47 percent of consumers ages 18-34 have complained on social media about a brand’s customer service, according to Microsoft. That compares to 29 percent across all age groups and 12 percent of consumers ages 55-plus. With a structured approach and a focus on key brand elements, organizations can establish a comprehensive channel monitoring strategy and consistently deliver an exceptional experience to their loyal customers.