Providing Customer Service in Social Media
What It Is
Customer service is any interaction with your existing or potential customers that forms an impression of your business. Sound daunting? It can be. Or it can be the most natural thing in the world – if your goal is to create an impression of your business that matches who you are.
What It Does
The keys to “getting it right” in social media are transparency and authenticity – two words you’ll see a lot. What it really means is hiring people who match your values and letting them be who they are. Some companies have done this exceptionally well and excelled in social media. (See How to Use It for some examples of “best in show.”)
What To Use It With
Any time you are interacting with your customers or potential customers, it is customer service. In social media, purchasing decisions are often made from how you treat other customers and especially how you correct mistakes. This is why responding publicly is so important – even if it is just to let the poster know that you are attempting to reach them by phone or by email.
If you have limited time and resources, it’s best to choose the channels that you can monitor and engage in conversation there rather than have a presence everywhere that you don’t monitor. Nothing is more frustrating to customers or potential customers than unanswered questions or complaints.
How To Use It
Social Media Done Right: Moosejaw
Southwest Airlines Social Media Strategy – Lessons for All Organizations
Reaching Millions with Twitter: The Whole Foods Story – Social Media Examiner
How Social Media Drives New Business: Six Case Studies – TechCrunch
Zappos Shows How Social Media is Done – Read Write Web
Big Business Blogging, The Right Way – Top Rank Blog
How Small Businesses Can Use Social Media for Customer Service – Mashable
Has Social Media Changed Customer Service? – Duct Tape Marketing