The document discusses the importance of customer service on social media. It provides tips for businesses to effectively manage customer service through social platforms, including responding quickly, having dedicated accounts, and aiming for single-contact resolution. Data shows that most customers expect responses within an hour from brands on social media. The document also discusses the importance of online reviews in influencing purchasing decisions and provides ways for businesses to encourage customers to leave reviews.

1. Week #13
April 23, 2014
UticaCollege
PRL 408: Social Media
ThomasArmitage

2.  Importance of customer service
 Who's responsible
 Tips for a good experience
 Brands doing it right
 Your experiences
 Online reviews
 Why are reviews important?
 Where can someone leave a review?
 How can you get reviews?
 Tips

3.  “Customer service is a fundamental activity
for businesses participating in social media.
Any time a business comes in contact with
someone in social media, then there is an
opportunity to raise interest, create desire
and influence actions.” – Stuart Davidson

4. (Smith, 2013)

5. (Fell, 2013)

6.  62% of brands are replying to questions and
comments on social
 57% of customers think a brand’s customer
service should be the same on weekends
 72% of customers said that they expect a
response from a brand within an hour
 24 hours average Facebook response time
 11 hours averageTwitter response time
(Mendenhall, 2014)

8.  Answer quickly
 Use the right tools (CRM?)
 Have a separate account?
 30% of top brands now have dedicated
customer serviceTwitter accounts
 Aim for single-contact resolution
 Train your staff and have a plan in place
 Be generous
(Belosic, 2014)

9.  Best Buy
 Subway
 Target
 Walgreens
 J.C. Penney
(Stampler, 2012)

10.  Supervalu
 Cablevision
 Publix
 A&P
 Shoprite
(Stampler, 2012)

11.  Throughout the semester, which brands
responded and reacted to your tweets?
 What are some brands you’ve seen who
have done a good job at using social media
as a customer service tool?

13. (XXX, 2013)

14.  2008: $21.4 million profit
 2009: $6.9 million profit
 2010: $900,000 profit
 2011: $3.5 million loss
(Romenesko, 2013)

15. (Gesenhues, 2013)

17.  90% of respondents said that positive
online reviews influenced buying decisions
 86% said buying decisions were influenced
by negative online reviews
 Word of mouth = trust
 Short term: Sales
 Long term: Reputation
 Higher search rankings
(Gesenhues, 2013)

18.  Retailer website/e-commerce website
 Google+ (formerly Google Local, Places)
 Yelp
 Facebook
 LinkedIn
 Angie’s List
 Yahoo Local Listings
(Eridon, 2012)

19.  Local search is
the easiest way
to access reviews
of local co

21.  Why does the social team often get sucked
into managing this?
 How can you obtain reviews?

22.  Create pages/profiles and/or built
functionality into your ecommerce system
 Good products/service
 ASK!
 Traditional
 Email newsletter
 Social media

23.  Don’t offer incentives
 Don’t create fake reviews
 Make it easy for customers. Provide links.
 Do it promptly since people are most likely
to give you feedback right away
 Reminder emails
(Shotland, 2011)

24.  Managing a Personal Brand, Job Searching via
Social Media
 To do:
 Work on final paper
 Read chapter 8 in the text
 Read articles from #UticaCollegeSM and comment
 Imgur presenter should be ready to present

25.  Belosic, J. (2014, February 17). 5 ways to offer social customer service with Facebook. Social Media Examiner.
Retrieved onApril 19, 2014 from http://www.socialmediaexaminer.com/social-customer-service-facebook/
 Davidson, S. (2014, February 7). Using social media for customer service. stuartjdavidson.com. Retrieved on April
19, 2014 from http://stuartjdavidson.com/social-media-customer-service/
 Eridon,C. (2012, October 23). 12 places businesses should be collecting online reviews. HubSpot Blog. Retrieved
onApril 19, 2014 from http://blog.hubspot.com/blog/tabid/6307/bid/33741/12-Places-Businesses-Should-Be-
Collecting-Online-Reviews.aspx
 Fell, J. (2013, February 22). 4 quick tips for using social media for customer service. Retrieved on April 19, 2014
from http://www.entrepreneur.com/article/225912
 Gesenhues, A. (2013, April 9). Survey: 90% of customers say buying decisions are influenced by online reviews.
Marketing Land. http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-
a-customer-service-issue-than-the-resolution-38756
 Mendenhall, N. (2014, February 11). 10 reasons why you need to improve your social media customer service.
Social MediaToday. Retrieved on April 19, 2014 from http://socialmediatoday.com/nate-mendenhall/2161881/10-
reasons-why-you-need-improve-your-social-media-customer-service
 Mouw, S. (2013, September 5). 4 steps to leveraging customer reviews online. Brand Driven Digital. Retrieved on
April 19, 2014 from http://www.branddrivendigital.com/customer-reviews/
 Romenesko, J. (2013, October 30). ‘Change is hard:’ Consumer Reports restructures to survive in the digital era.
jimromenesko.com. Retrieved on April 19, 2014 from http://jimromenesko.com/2013/10/30/change-is-hard-
consumer-reports-restructures-to-survive-in-the-digital-era/
 Smith, B. (2013, May 9). Using social media as a customer service tool. Social MediaToday. Retrieved onApril
19, 2014 from http://socialmediatoday.com/brianna5mith/1373121/using-social-media-customer-service-tool-
infographic
 Shotland,A. (2011, September 12). 5 tips to get more online customer reviews. SearchEngineLand. Retrieved on
April 19, 2014 from http://searchengineland.com/5-tips-to-get-more-online-customer-reviews-92311
 Stampler, L. (2012, June 12).These are the bets (and worst) brands in social media for customer service. Business
Insider. Retrieved on April 19, 2014 from http://www.businessinsider.com/these-companies-are-major-brands-
that-are-the-best-and-worst-at-using-social-media-for-customer-service-2012-6