“Let’s have the receptionist handle the social media.”
… said no CEO that answers to a board. While that company wastes the most efficient media and the engagement opportunity with fans, their competitors are treating social media as seriously (and correctly) as other advertising. Regain your competitive balance, hire an expert to handle your social media.
Customer care through social media is a must.
Integrating customer feedback is a must-have in a social strategy. Imagine being a store manager and addressing a customer issue. Instead of it being a private conversation, you have hundreds of people gathered around watching and listening to your response. That is the impact of handling consumer questions in social media.
Consider these facts from Peter J. Solomon Co.:
“32% of social customers expect a response within 30 minutes”
“46% expect it within 1 hour”
“80% of negative social comments can be turned into a positive if the response is quick enough”
1% increase in engagement leads to 11-12% increase in the likelihood of the customer returning
Fast social response builds brand advocates. IF it is accurately addressing a solution, it is keeping with the standards of the brand and not simply offering an apology. Give the consumer a story that you’d LOVE them to share.
Self-service technology can hinder brand touchpoints.
Consumers increasingly prefer self-service due to speed and control. While providing this solves immediate consumer concerns, it may limit opportunities for valuable brand connection points. Consider ways to inject brand culture along the touchpoint path.
GRM uses tools to execute social media, but we also have people engaged in the pages of our clients daily looking for opportunities to respond, start a conversation and simply engage person to person. No substitute.
“It ain’t brain surgery… but it can be complex.”
… said an enlightened participant from last week’s GRM / UGA Social Media Marketing Bootcamp. The social media Bootcamp in partnership with University of Georgia’s Grady College of Journalism will be returning this fall. Stay tuned for specific dates.
Our team will be the instructors for the Georgia Center for Nonprofits: Certificate of Nonprofit Social Media series, beginning April 3, 2018.