The Ultimate Customer Service Channel every Business has is Social Media

Social media is thought of as a ‘marketer’s dream’ but it is its’ customer service potential which too many businesses forget about. Like it or not, sometimes it’s as if social media is what makes the world go ‘round. Facebook, Instagram, Twitter, LinkedIn, Snapchat, YouTube, and other platforms directly connect you to your audience. More than a phone line, email, or anything, social media is your most important form of communication with your audience.

Why social media is so important is because most people see it as a personalized, customizable place where they can speak with friends and family as well as connect with their favourite brands. It’s a place they feel safe to represent themselves, ask questions, and engage. Throughout the past decade, it’s also become a place wherein customers can raise queries, issues, or concerns publicly. If they’re disappointed, a negative comment on social media is your business’ worst marketing nightmare. If it’s a positive review or comment, that can also act as a form of social media marketing. After all, it’s the perception you’re putting out to the audience.

Be it publicly or in a direct message, the thing about social media communication is that when someone contacts you, they expect to receive an answer. Give no response and you lose business. Long-term, this could mean a PR crisis that is almost insurmountable. In social media communication with customers, you must always be polite, respectful and take an appropriate tone. Especially if it’s publicly, people can see these communications and will interpret your response as representative of how you do business.

Now, an important focus of social media interaction between brands and their audience is complaints. Every business eventually receives a complaint. Assuming the person making the complaint is frustrated and feels provoked, it’s important to provide them a response that acknowledges the complaint and resolves it to the best of your abilities with what’s within your power to do. If you have angry customers venting on social media, those are messages being sent to current and potential customers. When left unaddressed or unchallenged, these complaints are only going to fester and they’ll encourage others to switch to another company.

Even if you’re not at blame for the problem being experienced or if you don’t believe yourself responsible for the complaint, it’s still best to apologize and promptly resolve it. Communicate respectfully, let them know you’re working on it if you can’t provide a solution right then and there, and/or advise them on a phone number or email where they can reach you directly. Here are some interesting customer service-related social media facts.

 89 percent of customers will switch to a competitor following a poor customer service interaction.
 45 percent of consumers are likely to share a negative customer service experience online through social media.
 88 percent of consumers trust online reviews written by current or past customers on social media.
 Consumers are 71 percent more likely to make a purchase from you if they are supported by a social media referral.
 Companies that respond to customer service requests over social media generally see their customers spending between 20-40 percent more.

Unlimited Exposure believes social media is the ultimate digital tool to connect with current and prospective customers. If you’re ready to up your social media marketing and engage, please contact Unlimited Exposure and tap into our digital marketing expertise today.