Two-thirds of us have jumped on social media to complain about bad customer service. Today BNR asks expert Chris Smoje, how do you give good customer service on social media?
Brand Newsroom is a marketing podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.
Here are some key take-outs:
- For the customer there’s a big difference between fulfilment and evaluation. A restaurant might have been great and left them fulfilled, but later when they have food poisoning, it doesn’t measure up on evaluation.
- Businesses need to monitor and respond on social media – especially if you’re an online brand. Responses should be personable and human to human. Use casual language, empathy, and no stock standard responses
- Don’t fight back! If you wouldn’t speak to someone like that face-to-face, don’t speak like that online. Don’t forget, what you post on social media (including replies) can be seen by thousands, if not millions, of people.
- Don’t delete posts or threads. It sends a message that you’re running away from something.
- When someone complains online, that’s an opportunity for your brand. It lets people see how you respond to criticism and that you’ve improved things for future customers.
- Respond in a timely manner. If you have social media accounts, then you have to be monitoring them.
- Monitor your competitors’ social media. Look at the comments and reviews. Ignore the one- and five-star comments. Highlight what it is the customer is asking that the brand isn’t providing. What’s the service gap? That’s your opportunity.
On My Desk
- Chris recommended Blinkist
- Nic mentioned the 2018 Edelman Trust Barometer
- Sarah recommended an article from Buffer Social on the new Facebook algorithm
Links you might need
- If you want to enter the competition to win a copy of Contently’s book The Storytelling Edge, pop along to the BNR website here.
Have you heard the one about…
Recently James, Sarah and Nic asked “is it time to unfriend Facebook?”
And in this episode they met a fascinating small-business owner who is using content marketing not just to grow his electrical business but to save lives, too.
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