Developing a social media customer care program requires understanding and anticipating what consumers want over social networks. Often this means being direct, honest, and quick to respond. Here are six essential parts of a successful social media customer care program that can help you develop and maintain a positive relationship with your customers – both online and off.
1. Social Media Monitoring Tools
A number of tools are available to help you monitor what people are saying about your brand across a wide variety of outlets including blogs, news sites, and social media. Examples of monitoring tools include:
- Google Alerts
2. Technology to Leverage Analytics
The knowledge and insight you gain from monitoring social media should be collected, analyzed and shared with others throughout your organization. Examples of social media analytics tools include:
- Google Analytics
- Moz Analytics
- Salesforce’s Marketing Cloud
3. Consistent Messaging
It’s important to keep a consistent stance on policies and communications with customers over social media. The social community is quick to pick up on contradictions, especially from the senior ranks. A shared knowledge base like Bloomfire will help your team stay on the same page so that everyone is saying the same thing and using the same brand voice.
4. A Team That Represents Your Organization
When building your social media customer care team, start with employees who have a strong customer support background to help resolve issues with frustrated customers. But also include others who bring different strengths to the table, like product knowledge or expertise in specific vertical markets. The goal is to gather together a competent team who can put a human face on your organization and relate positively to your customers.
5. Ability to Measure ROI
ROI for social media customer care will depend on your organization and your strategies. Examples of metrics to look at could include a decrease in the number of calls for phone support, higher and faster resolution rates, number of complaints closed, or number of positive customer comments. The ROI feedback can also help you determine which products or services resonate the most with customers.
6. A Strategy That Extends Beyond Simple Metrics
Social media customer care is about more than increasing your number of followers and squashing issues before they catch fire online. It’s about developing a community that provides new insights and establishing trust that helps build a closer relationship with your customers.
By initiating a social media customer care program, you can build the community needed to strengthen customer relationships and improve brand loyalty. As your community grows, you’ll quickly learn how these social channels can open up communications between your organization and your customers in ways that positively influence company policies and product development. And by having that level of investment in your organization over social media, your customers will come to your aid when times get tough online.
Imagine your next negative tweet being addressed by other customers who have learned how to resolve issues through information you’ve provided online. Think of the ideas your customers can offer to help improve your products and services. And consider how much more effective and genuine your message will be moving forward when you connect with customers where they live, in real time.
Most organizations will testify that when done right, adding social media to your service and support programs can revolutionize how you communicate with your customers.
To learn more, check out our eBook, “Social Customer Care: How to Use Social Media to Improve Customer Support.” It explores reasons for adding social care to your customer service programs and provides tips from industry experts on how to get there.