The document discusses the importance of social support in enhancing customer experience, highlighting that timely responses to social media complaints can significantly increase customer advocacy. It suggests strategies for setting up social listening and support initiatives, including budget considerations and the use of automated responses on platforms like Twitter, Facebook, and Instagram. The text emphasizes the need for continuous evaluation and adaptation of responses to address customer inquiries effectively.

5. Customer
Experience
Enhancement
through Social
Support
Cristina Armand
Digital Marketing Manager
Miami International Airport

6. Why is social support so
important in 2022?
• According to Forrester, seven out of eight
social media needs go unanswered within
72 hours, which is three days.
• Answering a social media complaint can
increase customer advocacy by as much
as 25%, according to Convince and
convert
• 63% of customers expect businesses to offer
customer service through their social media
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7. Start by asking
• What are our goals and
objectives for social listening
and support?
• What type of a budget will
we have to build this out?
• How many people will be
monitoring and responding
to customers?
• Does creating a separate
account for support make
sense for your company?
• What will be our hours of
operation?
• What are we currently doing
at our company?
• How are people reaching
currently out to us?
• What can we do to improve
how we communicate with
our customers?
• Do we want to focus on
social support or expand on
other digital assets like a
website or app?
• Do we have the hours the
site will be monitored posted
anywhere?
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8. Free In Platform Solutions
8
Twitter
• A default welcome message can be set up for users who
organically send you a direct message.
• This message can only be text based.
• You can create a direct message deeplink to make it
easier for customers provide more information.
Facebook and Instagram
• Use Facebook Business Suite and Creator Studio to set
up Automated Responses for Facebook and Instagram.
• Allows for you to interact with your customers
immediately.
• Can help you quickly respond to common questions

9. Benefits of other types of Solutions
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• Give you more options for customizations
• Not limiting social support to private messages and
direct messages
• Can use mentions, key words, and locations to better
assist your customers
• Analytics can help you keep track of trends on what
your customers want

10. How to create your responses
• What common questions or
complaints do you get on
social?
• What questions or
complaints do you received
through traditional customer
service mediums (e-mail,
phone, etc)?
• What type of questions are
your partners and
competitors getting?
• What do your partners and
competitors have listed on
their FAQ page?
• Decide on the tone of voice
you want to have.
• Depending on your audience
decide if you want to have
responses in multiple
languages.
• Create a cloud based
document for your
responses. This makes it easy
to access anywhere at any
time.
• If you will have links in your
responses, consider
condensing the URLs so you
can monitor click through
analytics
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13. Listen and evaluate
Are your customers
questions being
answered by the
existing automated
responses
Stay on top of industry
trends and
announcements to
anticipate any future
customer inquiries
Do you need to modify
your introduction so
the answer to your
most common
questions are easily
visible
Do you need to update
our web content to
make sure information
there is accurate and
easily accessible
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14. Creating Content out of Questions
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Look for Trends
• Note recent spikes in
certain questions.
• Speak with team members
to see if they have
experienced the same.
• Depending how you are
archiving the questions or
complaints you can pull a
report to see the analytics
Add to your strategy
• Create social media
content that helps answer
these questions
• Can vary depending on the
platform. It can be a post, a
story, or even a video.
• Use “days” to release this
content. Ex: Frequently
Asked Friday, Fun Fact
Friday, Travel Tuesday
• This can lead to media
stories on your company.

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16. Key Takeaways
16
Do your research and identify what will work for
your company
Make sure you are enhancing the customer
experience
Set up expectations for your customers
Embrace the change. Responses will need to be
reviewed and changed constantly.
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18. Thank You!