How to Deliver a Superior Social Media Service

Social media is a great tool for businesses to communicate with their customers. The right service can help boost sales and build brand loyalty. However, there are some challenges to delivering the optimal customer experience on social channels. These include the use of new technology and the unique expectations of different platforms. By overcoming these hurdles, organizations can deliver a superior customer experience while earning free publicity for their brands.

First and foremost, a company should have an overarching strategy for its social media presence. This should include a definition of what type of platform it will support, the service windows, and the level of response it will provide. Also, the organization should consider the demographics of its target audience. Customers are more likely to purchase from companies that respond to social media comments and reviews.

Next, it is important to create an operating model for social media servicing that enables the delivery of instant resolutions on the platform itself. In addition, a brand should be prepared for a spike in demand. Several factors can lead to an increase in customers contacting a company's social account, including new product launches, marketing campaigns, and regulatory changes. If a company isn't prepared for this, it can lose customers.

Second, it is essential to empower the team that is responsible for monitoring and responding to social media content. A good strategy for this function involves a team that has direct access to the most relevant functions and an appropriate supporting technology. It also helps to assign a primary contact for your social media accounts. This person should be a full-time employee who has the training and knowledge to manage the company's social media presence get social media services.

Third, it is critical to monitor conversations on your social accounts to identify trends and opportunities. This can be done by using tools like text analytics that provide real-time cockpit views of customer posts and reactions. Additionally, a company should develop a social media policy to educate customers about the boundaries of the service they are asking for. Finally, companies should ensure that their tone of voice is appropriate for the audience they're trying to serve.

Fourth, a social media team should have a set of best practices for handling common queries and complaints. The company should aim to resolve a basic complaint within 30 minutes. When a more complicated problem arises, a team of highly empowered agents should be trained and equipped to handle it. Most organizations will benefit from a combination of a response and resolution team.

Fifth, an organization should design its social media workflow around the most efficient way to respond to the most common queries. As an example, it should employ a tight integration of its CRM and social media platforms. Lastly, it should be able to operate 24 hours a day, seven days a week. To make this happen, it should have an overarching social media strategy that outlines the platform it will support, the service windows it will offer, and the level of response it will provide.