With the benefits of a strong social media strategy also come responsibility: Facebook and Twitter are strong forums for customers to post negative feedback, and if not monitored or addressed in a timely fashion, can reflect poorly on a company of brand. The more equipped a business is to address customer issues via social media, the better it will reflect upon them – and could even strengthen the relationship with a consumer.
A recent study showed that 17% of consumers had a customer service exchange via social media in the last year, and the number is rising. Companies are recognizing the need to address those customers, as well; nearly half of companies polled indicated they were using social media to track brand feedback and address customers’ concerns.
It’s important to have guidelines when determining how to respond to customers via social media. Here are a few:
- Have a dedicated person or staff monitoring all social media channels on a consistent basis. Address customers directly as soon as possible if someone posts a complaint.
- Be respectful and clear. Give as much helpful information as is available, and offer additional contact information. Offer an explanation for the issue if there is one, and accept responsibility and apologize if an error has occurred on the part of the company.
- Give an individualized response – not a scripted or automated one. Customers post very specific issues, and companies should offer in-depth and tailored responses.
Having a strong social media policy helps keep your brand relevant and maintain customers. Customer service is a strong component of that.
Contact your local BSMG rep to get more information on the reputation management service we provide, or call 410-332-6300.
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