Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
10   BEST     PRACTICES     FOR SOCIAL SUPPORT              a publication of
INTRODUCTIONAs social media has evolved into a pervasive way of doing business across multipledepartments, a growing numbe...
1   THE IMPORTANCE OF LISTENINGThis may seem like an obvious one, but you can’t provide good social support if you’re notr...
2      MANAGE EXPECTATIONSSetting the right expectations (both internally and externally) is vital to providing greatsocia...
3      BUY YOURSELF TIME.Social media has undeniably shifted consumers’ expectations. It has sped up thecustomer lifecycle...
4      IMPORT SOCIAL MENTIONS INTO YOUR COMMUNITY.This has so many benefits it’s hard to know where to start. When you bri...
5      IDENTIFY ADVOCATES AND CHAMPIONSWe know that you can address the questions, needs, and concerns of your customersal...
6      HAVE A PLAN FOR ESCALATIONNo matter how awesome your company, product, and team are, it’s likely that therewill be ...
7      TAKE IT TO THE NEXT LEVELSpontaneous gifts for brand advocates, public recognition, truly going above and beyondfor...
8      BUILD LOTS OF ENTRY POINTSSocial media means that your customers are no longer in one, insolated place looking fory...
9      ANALYZE, ANALYZE, ANALYZECustomer support shouldn’t just be a reaction to a problem. When done well, it can be afir...
10      LET YOUR PERSONALITY SHINE!Everybody always talks about being authentic on social media. The best way to ensureyou...
CONCLUSIONSocial Support is not a passing fad… customers have come to expect that companieswill be there for them in a mor...
Upcoming SlideShare
Loading in …5
×

10 Best Practices for Social Support

1,031 views

Published on

http://ow.ly/f4z9a, Leverage your customers to deliver better customer service at a lower cost! Social support allows you to leverage your customers to deliver excellent, fast support at a lower cost. But many businesses are still unsure of the online social norms, rules, and tools available to help them to succeed. Download this eBook to learn the 10 best practices of successful social support and you too can reduce support tickets by as much as 75%.

Published in: Technology
  • Be the first to comment

10 Best Practices for Social Support

  1. 1. 10 BEST PRACTICES FOR SOCIAL SUPPORT a publication of
  2. 2. INTRODUCTIONAs social media has evolved into a pervasive way of doing business across multipledepartments, a growing number of companies are starting to realize that they have to be Contentswhere their customers are in order to deliver great support. This means maintaining anactive presence on Facebook, Twitter, Linkedin, etc, as well as having their own customer INTRODUCTION.............................................1community dedicated to supporting their customers. 1 THE IMPORTANCE OF LISTENING........ 2No matter where you’re meeting your customers to hear feedback, answer questions, 2 MANAGE EXPECTATIONS........................ 3and address issues, there are some best practices that will help steer you and yoursocial media and support team in the right direction. Keep reading to learn how you can 3 BUY YOURSELF TIME. .............................. 4maximize your effectiveness and leverage the collaborative nature of social to deliver 4 IMPORT SOCIAL MENTIONSgreat customer service at a lower cost. INTO YOUR COMMUNITY......................... 5 5 IDENTIFY ADVOCATES AND CHAMPIONS....................................... 6 6 HAVE A PLAN FOR ESCALATION............ 7 7 TAKE IT TO THE NEXT LEVEL................. 8 8 BUILD LOTS OF ENTRY POINTS ........... 9 9 ANALYZE, ANALYZE, ANALYZE......... 10 10 LET YOUR PERSONALITY SHINE!....... 11 CONCLUSION........................................... 12 10 BEST PRACTICES for Social Support 1
  3. 3. 1   THE IMPORTANCE OF LISTENINGThis may seem like an obvious one, but you can’t provide good social support if you’re notreally aware of the issues. Sometimes your customers will come to your official supportchannels or social presences, but often they’ll just be in the great big world of social—onFacebook, Twitter, blogs, forums, and yes, your customer community—talking about yourbrand. If you’re not there to hear what they’re saying, you’re missing invaluable insight intopain points. Don’t forget to do keywordThe good news for your company is that there are a number of listening tools out there searches for your company,that will help you get the pulse of your market, no matter what your budget or company product names, as wellsize. Don’t forget to do keyword searches for your company, product names, as well as as common misspellings,common misspellings, so you’re hearing what is being said about you, not just to you. so you’re hearing whatFrom socialmention and Google Alerts, which are free and easy to set up, to Radian6, is being said aboutwhich is costly but robust, to HootSuite, which is a nice, middle-of-the-road alternative, you, not just to you.there is a solution that will meet your budget and needs.Listening is an essential first step in providing great social support. As an added bonus,it also can be a great way to pick up on customer advocates who are giving you praisein social networks, which can be repurposed for marketing content and internal moodboosting. 10 BEST PRACTICES for Social Support 2
  4. 4. 2   MANAGE EXPECTATIONSSetting the right expectations (both internally and externally) is vital to providing greatsocial support. Internally, you want to be very clear with your employees about how you’reexpecting them to engage on these networks, if at all. It’s a good idea to have a negativityplan in place for when they encounter unhappy customers, as well as an escalation plan Set expectations internallyso they know when and who to turn messy issues over to. You should also have one clear, and externally, so yourconcise place where they can look up hashtags, messaging, and company best practices. employees and customersExternally, you want to make sure you’re up front about how responsive you’ll be to have a clear understandingcustomers. For example, you should post the hours your customers can expect you to of how to behave andengage, all the channels they can use to reach you, and how quickly they’re likely to waitbefore getting a response. Once you set the expectations, you have to deliver on them. It’s what to expect.better to tell your audience that you’re only available from 10 am to 3 pm (although thisis not ideal for the 24/7 world of social) than to say you’re always available and respondwithin an hour, if it’s blatantly not the case. 10 BEST PRACTICES for Social Support 3
  5. 5. 3   BUY YOURSELF TIME.Social media has undeniably shifted consumers’ expectations. It has sped up thecustomer lifecycle, as well as how long they expect to wait before hearing from you afterthey ask a question or report a problem. In fact, 42% of people who reach out to youon social media expect a first response within 60 minutes. That’s not a lot of time to see aquestion, find the answer, and close the loop. Succinctly. In 140 characters or less. On 42% of people who reachtop of all the other work you have. The Get Satisfaction HootSuite integration is designedto help find and send the right community answer to a customer question in Twitter or out to you on social mediaFacebook, but we’ll get to that in our next tip. expect a first response within 60 minutes. While people expect a response almost immediately on social, that doesn’t mean youhave to provide a definitive answer that quickly if one isn’t at your fingertips. A quick,“Great question, we wonder that too. We’ll look into it & get back to you,” will buy you thetime to find the appropriate answer, work your social media magic to shrink it down toappropriate Tweet or Wall post size, and respond. Which bring us to our next tip… 10 BEST PRACTICES for Social Support 4
  6. 6. 4   IMPORT SOCIAL MENTIONS INTO YOUR COMMUNITY.This has so many benefits it’s hard to know where to start. When you bring contentfrom a Tweet or Facebook post into your Get Satisfaction community via our HootSuiteintegration, you get rid of pesky character limits, turn the fleeting comment into content Get rid of pesky characterthat is persistent and searchable, and drive participation into your community. limits, turn fleeting socialWith the click of a button, you’ll create a new topic in your community based on content mentions into contentfrom a Tweet or Facebook Wall post, fully answer the question in the community topic, that is long-lasting andthen automatically send a Tweet or post back to the user with a link to the answer in the searchable, and drivecommunity. This preserves the content in a persistent way that’s easy for the next person social engagement withwho has a similar question (as well as Google) to find. An added benefit is the fact the a customer community. tool helps you to automatically close the loop with your customers, creating all-aroundhappiness (and effectiveness) for you and your customers. 10 BEST PRACTICES for Social Support 5
  7. 7. 5   IDENTIFY ADVOCATES AND CHAMPIONSWe know that you can address the questions, needs, and concerns of your customersall on your own… but with a strong social support strategy, you don’t have to! One of thebiggest perks of social support is it allows you to leverage your most engaged customersto help each other out on your behalf.In fact, consumers prefer the opinions of your customers to canned, company-sponsoredresponses, so the organic praise of brand advocates is the holy grail of social mediamarketing. Your champions are also a great resource to support you when people have Your customers are onquestions or complaints about you on social networks. But first you have to identify and social networks longactivate them. after you’ve called it aIncentivize these critical customers with Champs programs, web badges, public thanks, day. Activate your brandinsider information, deals, and coupons. To learn more about the demographics of advocates for additionalspecific market segments who are likely to use customer communities and the best ways 24/7 social support.you can nurture a relationship with them, check out this infographic.It will be extremely valuable to take the time to identify and empower your brandadvocates. Even a few great brand advocates can drive customer acquisition anddramatically reduce your need to respond to support issues (especially after hours whenyou’ve called it a day, but your customers are still on social media expecting a responsequickly). 10 BEST PRACTICES for Social Support 6
  8. 8. 6   HAVE A PLAN FOR ESCALATIONNo matter how awesome your company, product, and team are, it’s likely that therewill be times when you have a customer reaching out to you online with a question yoursocial media manager can’t answer, or a complaint they’re not comfortable addressing.Being transparent in social media means you should always strive to provide as full andcomplete an answer as you can from whichever department is most relevant to thequestion. Being transparent in social media often meansOften this means reaching out to different areas of your company to get them the full reaching out to differentanswer they’re looking for. Tricky product questions should be passed along to someoneon the product team to provide a complete answer. Messy PR issues should be handed off areas of your company toto marketing or PR teams. Occasionally, when things really call for some special attention, get your customers the fullthey should be escalated to your executive team. answer they’re looking for. Before your social media manager is confronted with a sticky situation, have a plan inplace so then know when interactions should be escalated, and to whom. It will help themfeel comfortable doing their job, and will ensure these questions and issues get dealt withquickly and effectively. 10 BEST PRACTICES for Social Support 7
  9. 9. 7   TAKE IT TO THE NEXT LEVELSpontaneous gifts for brand advocates, public recognition, truly going above and beyondfor your customers — however you choose to step up your social game to delight and wowyour customers — social media is a medium that can amplify the excitement created… andit will. How do you create moments of “wow” for yourEmpower your team to create moments of awesome for your customers by encouraging customers on social?them to send schwag to brand advocates who show you love on Twitter, give public kudosto especially helpful customers, and otherwise go out of their way to be an awesomecommunity member. Then sit back and watch the social love flood in! 10 BEST PRACTICES for Social Support 8
  10. 10. 8   BUILD LOTS OF ENTRY POINTSSocial media means that your customers are no longer in one, insolated place looking foryour assistance. Customers will come to you on Facebook and Twitter, from your website,in the comments section of your blog, and in your customer community. Your socialsupport is only as effective as the entry points to it, so make sure it’s open, inviting, andeasy-to-find!Get Satisfaction offers widgets that allows you to place entry points to your community Your social support isanywhere on your website. Make it easy for your customers to seamlessly bounce from only as effective as theyour website, to your social channels, to your community, and your blog. You should also entry points to it, so makehave visible links inviting consumers to share your blog content on social channels. The sure it’s open, inviting,easier it is for people to find you on social media and share your content there, the more and easy-to-find!likely they are to do so. The reach this creates will grow exponentially, so make sure you’reinvesting in this area.Don’t forget, most consumers still go straight to Google to find the answers they’relooking for, so it’s important to make sure your social support content ranks well! (Notsure how? Go back and review tip 4) 10 BEST PRACTICES for Social Support 9
  11. 11. 9   ANALYZE, ANALYZE, ANALYZECustomer support shouldn’t just be a reaction to a problem. When done well, it can be afirst indication of where things are going wrong, whether it’s a person, product, or feature.Without data, you won’t know your major pain points, so be sure to capture as muchinformation as possible about the issues that are vexing your customers. Don’t just react withGood stats to measure: the average customer wait-time for first response and resolution, your social support.the platforms they’re using most to contact you to get help, the number of votes or page Proactively identify painviews a particular community topic has, and the number of support questions answered points and places whereby Champions. you can improve. Here at Get Satisfaction we understand the importance of great data analysis, which iswhy we’ve teamed up with GoodData to bring you Community Health Analytics 2.0. Thereare also a number of other online tools that will help you track your various social stats. 10 BEST PRACTICES for Social Support 10
  12. 12. 10   LET YOUR PERSONALITY SHINE!Everybody always talks about being authentic on social media. The best way to ensureyou sound authentic (like a human—not a robot) is to say your response out loud to yourcoworker. If it comes out of your mouth feeling natural, it’s probably a safe bet it’ll soundthat way to your reader as well. Get out there and be you!Depending on your brand, feel free to sprinkle emoticons and words like “yikes,” “oops,” Your customers are goingand “yay,” to give it a little extra flavor. You can also sign your tweets or posts with your to love your unique socialname or initials to give it a more human touch. And when in doubt, a little empathy and mediaisms. Trust me. ^HJhonesty (a la “I am so sorry that’s happening to you. Looks like a bug our engineers areworking out right now. Will keep you posted”) can go a long way towards reminding yourcustomers that you’re a human over there, and you’re working to fix their issues as quicklyas possible. 10 BEST PRACTICES for Social Support 11
  13. 13. CONCLUSIONSocial Support is not a passing fad… customers have come to expect that companieswill be there for them in a more social and authentic way. And that’s a good thing foryou and your brand! At the end of the day, nobody wants to feel like the source of his orher frustration is being handled by a robot, PR team, or (worst of all) a black hole. Socialmedia means that support issues that are handled poorly can attract a lot more negativeattention than ever before. But the reverse is also true. Support issues that are tackled Interested in learningproactively, responsibly, and transparently provide great opportunities for your brand to more about how a Getshine. Satisfaction customerAnd don’t forget, a customer community will help you leverage your customers to help community can helpeach other, transform fleeting social mentions into persistent, discoverable content, you deliver excellent,and will enable you to place entry points into your community wherever your customers low-cost social support?are — on your website, social networks, mobile, and search. Add our integrations with Give us a call at:great partners like HootSuite and GoodData to the mix, and you have everything you needfor an intelligent, easy to manage, easy to evaluate social support plan. 877-339-3997 to schedule a demo, or visit us at https://getsatisfaction.com/ corp/solutions/support/index. 10 BEST PRACTICES for Social Support 12

×