{"id":21251,"date":"2023-04-26T15:39:45","date_gmt":"2023-04-26T19:39:45","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=21251"},"modified":"2023-07-26T15:23:19","modified_gmt":"2023-07-26T19:23:19","slug":"social-media-customer-service","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/social-media\/social-media-customer-service\/","title":{"rendered":"How to Navigate Customer Service on Social Media"},"content":{"rendered":"\n

It\u2019s the ability to communicate directly with customers that gives social media<\/a> such tremendous power for businesses. Traditional forms of promotion don\u2019t offer this interactive element, meaning there is always a bit of a barrier between your brand and the customer. Social media has torn down that barrier and there is more connection between buyer and seller than ever before.\u00a0<\/p>\n\n\n\n

This is a great opportunity for your brand, but only if it is harnessed correctly. It\u2019s also possible for customer service on social media to go horribly wrong. With this article, we\u2019d like to provide some guidance on how to manage social media customer service, so you can have positive interactions with both existing and potential customers. Let\u2019s get started!<\/p>\n\n\n\n

The Value of Doing It Right<\/h2>\n\n\n\n

Everything you do in your business needs to come with a benefit to be worthy of an investment. It\u2019s this core fundamental concept that is behind all actions in business. The investment you make could be time, money, or both \u2013 but putting something into an endeavor is only worthwhile if there is a possibility of getting something meaningful in return. <\/p>\n\n\n\n

So, what do you stand to gain if you bother making an investment of time (and probably money) in customer service on social media? Here are some possibilities \u2013<\/p>\n\n\n\n

\"roi-for-social-media-customer-service\"<\/figure>\n\n\n\n
    \n
  • Boost in customer satisfaction.<\/strong> First and foremost, this endeavor is about creating more satisfied customers. Even the best business with the best products is going to have problems come up from time to time. The issue for a business isn\u2019t having customers come back with problems or complaints \u2013 it\u2019s failing to deal with those issues properly. When you offer prompt and helpful service on social media, you are giving customers an easy way to resolve their problems without having to sit on hold or submit a form and wait for an answer. Giving customers great service has always been important for every business and social media can be an effective tool to do just that.\u00a0<\/li>\n\n\n\n
  • A promotional tool.<\/strong> The one big difference between offering customer service on social media as opposed to other channels is that the service you provide on a social platform will be out in the open for all to see. This can be a great thing when done correctly. If you think about it, offering excellent service in a private chat on your website is great for that customer, but no one else sees it. If you can give others a peak behind the curtain, they\u2019ll see how helpful and responsive you are to your customers \u2013 and it might encourage those who haven\u2019t purchased yet to jump on board. It\u2019s often the case that you\u2019ll need to move customer service requests off of social media at some point to respect the privacy of the customer, but even starting out on a social platform can help improve your brand\u2019s reputation.\u00a0<\/li>\n\n\n\n
  • An existing platform.<\/strong> For small businesses, using social media as an intake option for customer service requests might save them from using a costly service, or developing an in-house solution. Those social media platforms already exist and are free to use, so why not leverage them for the benefit of your business?<\/li>\n<\/ul>\n\n\n\n

    Getting customer service on social media right can benefit both your business and your customers. When everyone stands to win, there is plenty of motivation to work hard to get it right. With the rest of this article, we\u2019ll talk about tactics you can use to effectively deal with this part of your business. <\/p>\n\n\n\n

    Putting the Basics in Place<\/h2>\n\n\n\n

    There will come a time when it\u2019s important to optimize how you handle this process, and we\u2019ll talk a bit more about that later on. For now, however, we need to make sure that you have the basics in place for customer service on social media to function properly. There are a few things to consider here, but it\u2019s actually a pretty quick and easy process.\u00a0<\/p>\n\n\n\n

    \"social-media-customer-service-basics\"<\/figure>\n\n\n\n
      \n
    • Create accounts. <\/strong>The first step is to break out customer service from the rest of your social media accounts. You likely already have main accounts in place on all of the primary social media platforms, such as Facebook, Twitter, and Instagram. However, you don\u2019t really want to run customer service through these accounts, as that approach would quickly make things complicated and messy. Instead, take a moment to create secondary accounts on each platform that are specifically meant for customer service. This will keep things nice and tidy and make it clear where your customers should go when they have an issue. Of course, you\u2019ll want to name the account in such a way that makes it obvious what it is for and what business it represents.\u00a0<\/li>\n\n\n\n
    • Put someone in charge.<\/strong> These new accounts aren\u2019t going to do any good if no one is monitoring them. It\u2019s important to have one specific person in charge of social media support questions and complaints, so no one has to wait long to get an answer. Depending on the structure of your business, you might have one person who does this work all the time, or you might rotate the duty among a few different members of the team. If you are only going to staff this account during certain hours of the day, or days of the week, make that clear on the account so everyone knows when they can expect a response.\u00a0<\/li>\n\n\n\n
    • Respond every time.<\/strong> As a standard operating procedure, make it a point to respond to each and every inquiry that is received by your support accounts. Even if the response is nothing more than asking someone to contact you via another channel, you always want to connect in some way and make it clear that messages to these accounts will not be ignored.\u00a0<\/li>\n\n\n\n
    • Periodic brand searches.<\/strong> One other fundamental you\u2019ll want to establish within this process is searching for brand mentions on the various social media platforms on a periodic basis. For example, you might determine that you are going to have the person in charge of your support accounts search your brand three times each day. The point of these searches is to find mentions where your brand accounts weren\u2019t actually tagged \u2013 this will allow you to respond to someone even if they didn\u2019t message you directly. This is a great way to be proactive about customer service and to reach out to people to offer a resolution to their problems. Or, even if they didn\u2019t have a problem and were mentioning your brand positively, you can simply thank them for their support.\u00a0<\/li>\n<\/ul>\n\n\n\n

      Like anything else in your business, being organized with how you manage customer support on social media will help you get the best possible results. It will take some upfront time and effort to get everyone on the same page and follow the same protocols, but it will quickly get easier with a bit of practice.\u00a0<\/p>\n\n\n\n

      Develop a Public-Facing Service Style<\/h2>\n\n\n\n

      Some of the best brands offering customer service on social media have developed a specific tone and style for how they relate to their customers. Some of them are direct and professional, while others are casual and borderline silly. You might even find some brands that are a bit sarcastic in their tone \u2013 which can be dangerous, but might also help you connect to the audience, depending on what type of crowd you serve. <\/p>\n\n\n\n

      There isn\u2019t a right or wrong on this point, but it is important to find consistency. No matter who within your organization is replying to messages, make sure they are sticking with the style you have selected. It can help to create a brand guidelines document specific to this task so there is always a point of reference available when in doubt. <\/p>\n\n\n\n

      Use These Tips to Streamline the Process<\/h2>\n\n\n\n

      If you follow the steps provided above, you should be able to put a service system in place on social media pretty quickly. But that doesn\u2019t mean the system will be working as well as you would like, so that\u2019s the point we are going to address in this last section. The points below are intended to help you get the best possible outcomes in the least amount of time.\u00a0<\/p>\n\n\n\n

      \"social-media-customer-service-team\"<\/figure>\n\n\n\n
        \n
      • Build a collection of canned responses.<\/strong> It\u2019s almost certain that you are going to get plenty of repetitive questions and issues coming through your social channels. It just stands to reason that if one customer has a certain problem, others are going to run into the same issue, as well. So, make it a point to build a list of canned responses that you can just copy and paste for replies to common queries. This will save you significant time when managing the account and will allow you to get people the answers they need as fast as possible.\u00a0<\/li>\n\n\n\n
      • Make changes.<\/strong> It\u2019s great to be able to respond to questions and problems quickly so your customers are happy. It\u2019s even better, however, to not have to get those questions in the first place. So, as you notice patterns in the issues that are coming up, make systemic changes so those problems are less likely to arise. This benefits everyone involved, as you\u2019ll save time and your customers will be even happier with their experience.\u00a0<\/li>\n\n\n\n
      • Plan the next steps. <\/strong>You don\u2019t want to wind up going back and forth with people on social media while trying to work out customer service issues. Instead, you want to use social media as an intake platform, and from there you can funnel people to a private system where the problem can be solved. That might mean shifting it over to email, or maybe to a system that you have integrated into your website. You only want to be on social media long enough to get the service process started before moving it to something more organized, structured, and private.\u00a0<\/li>\n\n\n\n
      • Avoid an argument.<\/strong> If there is one key rule that you can never break when providing customer service on social media, it\u2019s avoiding arguments at all costs. Some people simply aren\u2019t going to be nice on social media \u2013 that applies to customer service issues and just general discussions. Always remember that your interactions are representing your brand and getting into an argument is only going to reflect poorly, even if the other party was being unreasonable.\u00a0<\/li>\n<\/ul>\n\n\n\n

        It\u2019s true that offering great customer service on social media is going to take some time and effort, but it will be worth it when you start to see the benefits of that work. We hope the advice provided above will help you get the results you desire, and offering this type of service should only get easier in time as your team gains experience. Good luck!<\/p>\n","protected":false},"excerpt":{"rendered":"

        It\u2019s the ability to communicate directly with customers that gives social media such tremendous power for businesses. Traditional forms of promotion don\u2019t offer this interactive element, meaning there is always a bit of a barrier between your brand and the customer. Social media has torn down that barrier and there is more connection between buyer […]<\/p>\n","protected":false},"author":21,"featured_media":21257,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[64,286],"tags":[],"type-category":[288],"class_list":["post-21251","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","category-strategy","type-category-articles"],"acf":[],"yoast_head":"\nHow to Navigate Customer Service on Social Media | The Academy<\/title>\n<meta name=\"description\" content=\"Learn how you can use social media to manage customer service.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sanctuarymg.com\/academy\/social-media\/social-media-customer-service\/\" \/>\n<meta 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