Years ago, a telephone call was the fastest and most effective way customers could communicate with businesses. Whether it was to provide feedback, deliver a complaint, or ask questions.
Then came the email.
And now, there’s social media.
There are more than 5 billion internet users worldwide, and about 67% of them are using social media, such as X (formerly Twitter), Facebook, and Instagram to seek customer support. These numbers make social media customer service so critical.
What is Social Media Customer Service?
Social media customer service is the practice of providing customer support through various social media platforms. This can be done by responding to social media posts, replying to comments, and providing information or resolutions via direct messages.
Why Use Social Media for Customer Service?
Increase customer engagement
Social media can be used by brands to instantly provide seamless support and respond to positive and negative feedback from customers. The continuous conversation with customers and the ability to quickly address concerns improve customer engagement and satisfaction.
It can boost brand awareness
Brand-customer interaction tends to happen in public spaces (online, that is), potentially reaching hundreds or even thousands of other users. This can be considered a potent form of indirect marketing, significantly enhancing brand visibility and awareness.
It helps in crisis management and response
Actively monitoring social media channels allows companies to identify emerging issues, respond to inquiries, and provide timely updates to reassure customers. This approach helps prevent the spread of misinformation about the brand, maintains trust, and preserves the brand’s reputation amidst the crisis.
It promotes personalisation
Social media customer service can enhance personalisation by providing tailored responses to individual users. Through data analytics and user insights gathered from social media interactions, businesses can understand customer preferences, behaviour patterns, and interests on a deeper level. This information enables companies to offer personalised recommendations, targeted promotions, and specialised support based on each customer’s unique needs and past interactions.
Best Practices When Using Social Media for Your Brand’s Customer Service
Find the right social media platform
A social media channel that’s considered best for one business may be entirely useless for yours. It is important to know where your customers are and target platforms where they spend most of their time. You can do this by running a survey or making a comprehensive audit of all social media platforms that your brand has accounts on.
Monitor ‘mentions’ and conversations about your brand
Some social media users may post messages or ask questions about your brand without tagging your account. The rule here is to never wait to get tagged before you respond. To provide outstanding social media customer support, monitor mentions and address concerns as immediately as possible.
Specify operating hours and response times
While chatbots are a great tool to provide round-the-clock support, some customers may want to speak to a live customer service agent. And as a business that aims to deliver exceptional customer care, you need to cater to this need immediately.
Specify your business’ operating hours and response times to inform customers when they can get live answers. This will allow your business to manage customer expectations and set transparent guidelines that help avoid frustration and disappointment.
Use customer support automation tools
Customer care automation tools help improve customer relationship management, save time, and offer stellar support. You may want to consider popular options such as Hootsuite, Buffer, or Sprout Social.
Determine which concerns should be resolved in private or in public
Generally, straightforward inquiries, positive feedback, and simple issues can be addressed publicly to demonstrate transparency and provide value to other customers who might have similar questions. However, complex problems, sensitive matters, or issues involving personal information should be resolved in private through direct messages or private channels to protect customer privacy and maintain confidentiality.
Sharpening your customer service skills as part of your digital marketing strategy will not only bring advantages to your clients but also contribute to the overall success and reputation of your brand. Genuine care can improve customer satisfaction. Customer satisfaction can then lead to loyalty and ongoing business transactions.