Social media as a customer service tool is still a relatively new concept. Companies of all sizes and shapes are learning the ropes as they go, which can sometimes result in a negative experience for both the brand and the consumer. That explains why almost any company you can think of has an active support team that operates solely for customers on social networks.
From the content you post and the images you upload, to the way you respond and engage your followers on the platform, you must maintain professionalism consistently.
Here are 6 social media support mistakes that you must avoid at all costs.
Not responding to brand mentions
Yes, while it may not be entirely feasible to respond to each and every brand mention, you should make an effort to prioritize and respond to mentions that will help create and build a customer advocate base.
A simple re-tweet or share of any comment that grows your brand may heighten the impact of the message even more than if you were to craft one yourself.
Avoiding neutral or negative mentions
All businesses look forward to getting positive mentions on social media, since it is possibly the strongest form of organic marketing. Also, positive customer mentions are a powerful marketing tool, but the way you respond to negative ones demonstrates how your brand handles customer service.
Directing all your responses to positive mentions alone while neglecting the negative ones can greatly affect your brand. It doesn’t clear the tainted image of your brand. Taking the time to respond to such mentions diligently and in a polite way is a good way to prove that you care about your customers’ satisfaction.
Setting up auto-responses for your customers
Social media is considered to be a platform that involves two-way communication. People who use social media support as a means of connecting with a business, want (and prefer) to talk to a real person.
Replying with a link to a different channel can irritate your customers, which is why using automated responses for customers is a strict no-no. Taking your time to pitch a personalized, non-formulaic response, calibrated to match the user’s needs and queries, is a good way to establish a strong bond with your customers.
Not providing a solution in public
If your customer has chosen to get in contact with your customer support department via a public platform like social media, you need to ensure that your response is made on that same public platform.
One important justification for this is the fact that there may be other customers who have the same query. Along with that, it can also be good proof that you take every query seriously and that you’re willing to go to whatever length possible to get a solution to each customer query.
Having heated conversations in order to save your company’s reputation or to shy away from taking responsibility for the situation is possibly the worst thing that you could do.
Maintain professionalism in the heat of the moment. Create a social media support guide, which includes a clear course of action and real-world examples of how to reply to specific types of comments, handle complaints and deal with offensive language.
Not providing a speedy solution
One of the main reasons why customers approach a business social media page is because of their well-known speedy response times. However, if your business fails to provide a quick response, it’ll defeat the purpose of establishing a presence in the online world.
Social media support needs to be crisp, to-the-point and relevant to the query. Yes, it isn’t possible to provide a meaningful solution all the time, but acknowledgement is the least that you can do.