Social Media Listening & Customer Service Is Imperative To Social Success
Social Media is meant to be a method of two-way communication (it isn’t called Anti-social media, after-all). The worst thing you can possibly do as a company is be a one-way street. Jamming your offerings down your audience’s throats is going to build animosity and indifference.
Listen to your audience and build a living, breathing community that you engage with regularly. If done right, you will reap the rewards of customer positive feedback and social word of mouth. If you ignore your customers and their needs, your social efforts will do more damage than good.
Social listening and customer service is essential in order to hear your customers. Customers want to know what other people think about you more than what you think about yourself. Social media is their means of competitive intelligence and analysis.
Do you answer your followers’ inquiries on Twitter? Do you treat Facebook as another customer service platform? Do you thank your customers when they share your content with their networks?
If you answered no to any of these questions, your social media efforts are failing. Social media is the new 800 number or help desk. Your customers are not going to waste their precious time waiting on hold to voice their disappointment or disgust. They will just fire away a tweet or post their displeasure on your company Facebook page…for the world to see.
Be sure to answer any inquiries in a timely manner and show that you are making an effort to alleviate their concerns. Most people just want to know that you care. If their pleas for help fall on deaf ears, this may be the kiss of death for your brand in their eyes.
“Company ABC does not care, so I am going to find another company that does.”
And of course, this disgruntled now ex-customer is going to tell everyone in their social circles online and off that your company committed an epic fail.
Do the math, you just lost dozens upon dozens of potential prospects due to your lack of caring.