8 Steps to Get the BallOriginally posted onJanuary 17,2012 by Rolling on a CustomerTricia Morris Service Strategy for Social Media
FIRST STEP# 1 A s s e m b l e your social media team As social media continues its move from a marketing tool to a method of customer communication and support, organizations should consider bringing their social media account management in- house, if they haven’t already.
FIRST STEP A company’s social media team shouldinclude be delegated to directlycollaborative managing day-to-dayrepresentation monitoring, contentfrom all major distribution and overall socialdepartments media engagement effortsincluding teammembers who cananswer/advise onbillingquestions, techsupport issues, etc.
SECOND STEP #2 Account for all your accounts An Altimeter Groupreport shows that the average large Determine: • what accounts your organization company has currently owns, and also account for any others with your brand name attached to them • which accounts you are actively going to maintain/monitor, and delete the rest, or make them inactive/unavailable for viewing bysocial media accounts the general public.
THIRD STEP #3 Set up a social media workflow Who will be the main responders for your social media accounts? Ask Who will manage/monitor the accounts on weekends, after hours, holidays?yourself… Who will be your organization’s go-to subject matter experts (SMEs) for product or service questions, tech support, billing? Who will serve as backups in the event the primary team member is absent, on vacation?
FOURTH STEP #4 Create a style guide and a response planCreate a style guide Develop a social mediaor incorporate response plan so that yourexisting guidelines organization is prepared tofor consistent brand provide consistent responsesmessaging, voice to various types of customerand tone, and questions, negative feedbackcommonly-used and any potential crisis.terms across all Create scenarios andsocial media develop an escalation andplatforms. resolution plan.
FIFTH STEP # 5 Train staff The Altimeter Group’s recent State of Social Business report found that less than 20% of 1,000 corporate respondents agreed that their staff knew how torepresent the company on social media, and a majority had no formalized way of recording social media interactions. Create social media guidelines and share them with your entire staff.
SIXTH STEP#6 Listen to your customers Effective monitoring of social media platforms can aid in detecting and resolving potential customer service issues before they escalate. Get to know influencers that are part of your social media following
SEVENTH STEP#7 Respond positively and resolve issues as quickly as possible Expectations for for customer service on customer engagement their social media on social media are high. platforms. In an effort to Part of your customer provide more expansive service for social media 24/7 customer service strategy should include a options, many set timeframe for organizations have responding to customer integrated support portal service questions or software as part of their issues. Many companies brand’s Facebook pages publish their timeframe
EIGHTH STEP #8 Evaluate and adjust According to Econsultancy’s State of Social Report, more than half of corporate respondents (52%) say their organizations use Facebook for reacting to customer issues and inquiries52% This shows that providing customer service across multiple social media platforms is something that all companies are adjusting to. Take time to develop a plan that will help your organization link social media to your customer service objectives. Implement, evaluate and adjust – and you’ll remain ahead of the game when it comes to the ever-evolving strategy for successfully using social media in business
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