Social Media is one a primary tool brands use nowadays to help your customers get the best support they need. It is also a big part of your search engine optimization efforts and should be taken seriously and also helps you control your brand's message. In this presentation, you will find best practices into developing standard operating procedures, tips on setting up local and social media profiles appropriately, in addition to sharing best practices and examples of how social media responses should be executed.

1. Digital Customer Service
Social Media & Beyond

2. About Me
11 Years Experience in SEO, Content Marketing
and Social Media
6+ Years Experience in Healthcare
Senior Manager of Social Media at GuideWell
Connect

3. @TallChickVic
Overview
Developing Your Standard Operating
Procedures (SOP)
Tips for Setting Up Social Media &
Local
Social Media Service Examples
Start!

5. @TallChickVic
Develop Standard Operation Procedures
How to talk about your brand in social
Decision Tree
Develop Scenarios
How to monitor commentary
FAQ's with various responses
Triaging /Tracking Comments
Social media support email
Helps with onboarding @TallChickVic
1
2
3
4
Help

6. @TallChickVic
Decision Tree
A social media decision tree is a tool to help you
make the right choice when you are engaging with
your customers, as a representative of your
business.

7. Develop Scenarios
Part of your social media contingency plan
Develop a group that contains PR, legal & social
media
Create a spreadsheet of possible scenarios
Determine if they are problem or a crisis
Problem = Minor
Crisis = Major = Effects Bottom Line
@TallChickVic

8. Tips for Setting Up Social Media & Local
Facebook Location Pages
Yelp Listings
Google My Business
@TallChickVic

9. Review Statistics
@TallChickVic
92% of consumers now read online reviews vs.
88% in 2014
40% of consumers form an opinion by reading
just one to three reviews vs. 29% in 2014
44% say a review must be written within one
month to be relevant
@TallChickVic

10. Why Am I Mentioning This?
@TallChickVic
If you claim accounts in local it's easier
to control the message
Easier to find the message
Easier to triage the issue

11. Facebook Location Pages
If you're dealing with a brand that will have
multiple locations, set up page as a brand
page
@TallChickVic

12. Facebook Location Pages
Request Locations Tab
Setting up page as a local business or place
will only let you have one address
Will have to get Facebook Support to assist
@TallChickVic

13. Benefits of Location Pages
Can list and manage all your facilities on
Facebook
Customers can find you in Facebook search, or
when they land on your main business Page.
Can create awareness ads featuring your
address, phone and website
Helps with mobile search within Facebook
@TallChickVic

14. Facebook Location Pages
@TallChickVic

15. Yelp Listings
If you're a new brand claim listings ASAP!
Build out address, phone number, hours, and
categories
Upload professional location imagery (10-12)
Showcase staff, location, and your product
People rely on photos to determine level of trust
@TallChickVic

16. How to Claim Yelp Listings
@TallChickVic@TallChickVic
Develop an account on biz.yelp.com
Search for buisiness name & location
When searching for new business - be logged out

17. How to Claim Yelp Listings
@TallChickVic@TallChickVic

18. @TallChickVic
Things to Keep Out For
If you don't have ad budget, then this will be a manual
process
Free bulk claim for more than 10locations under one
account is one-time only
Moderators within Yelp approve new & claimable listings
At times can verify by phone using verification code
Doesn't always work, especially if you don't have a
extension capabilities/automated phones

19. @TallChickVic
Things to Keep Out For

20. @TallChickVic
Google My Business Benefits
Improves your local ranking on Google
Essential for local SEO
You have insights into traffic statistics such as
views, clicks and followers
Continuation of the gradual trend towards Google
rewarding quality on all fronts—from citations to
links to reviews

21. @TallChickVic
Google My Business
Claim your listing(s), as often many people don’t
Make sure your NAP details are up-to-date
Ensure opening hours and phone number are
current
Check the business images you are using and
consider refreshing them or uploading higher res
versions.

22. @TallChickVic
GMB Tips
Get Bulk Verified
Easier to mass upload and get verified faster vs.
postcard verification or phone call

23. @TallChickVic
Social Media Service Examples
Respond quickly with
support email
Respond with various
pre-approved
responses
Hide any personal
information they post
on social
@TallChickVic

24. @TallChickVic
Social Media Service Examples

25. Social Media Service Examples

26. Social Media Service Examples

27. Final Thoughts
Develop & maintain standard operating procedures
Utilize Facebook locations tab if have multiple
locations
Claim all brand listings
Respond quickly
Utilize visuals in social media for customer service
updates
Use your blog as a customer service communication
tool

28. Resources
https://www.facebook.com/business/a/facebook-locations
https://www.vendasta.com/blog/50-stats-you-need-to-know-
about-online-reviews
https://moz.com/local-search-ranking-factors
https://support.google.com/business/answer/4490296?hl=en

29. Where You Can Find Me
@TallChickVic
@_GWConnect
Victoria.Edwards@GuideWellConnect.com
https://www.linkedin.com/in/victorialedwards