April 23, 2014
PRL 408: Social Media
Importance of customer service
Tips for a good experience
Brands doing it right
Why are reviews important?
Where can someone leave a review?
How can you get reviews?
“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
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
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
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
Retailer website/e-commerce website
Google+ (formerly Google Local, Places)
Yahoo Local Listings
Local search is
the easiest way
to access reviews
of local co
Why does the social team often get sucked
into managing this?
How can you obtain reviews?
Create pages/profiles and/or built
functionality into your ecommerce system
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
Managing a Personal Brand, Job Searching via
Work on final paper
Read chapter 8 in the text
Read articles from #UticaCollegeSM and comment
Imgur presenter should be ready to present
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Marketing Land. http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-
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