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How to provide better social media customer care

30th Dec 2020
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Let’s admit it; social media has somewhat become an important part of many lives. For a marketer like you, you must know that your customers always expect a response to their Twitter complaint, a reply to their Facebook comment, and even a 'Like' on their Instagram post.

This is what makes social media customer care essential for companies that determine to engage their customers better.

Social media platforms are such potential places where your customers can learn more about your brand in a convenient manner. In other words, they are places where they can interact and connect in real-time, up to the second, with you.

In this case, you know the game: building better relationships with your customers through social support can improve customer loyalty and lifetime value.

So how do you do it?

Why does your customer care need to go social?

Before we get to the point where you can deliver an exceptional customer care experience on social media, we need to make sure that we understand why social media customer care is essential for your business, after all.

The answer is actually quite simple: almost everyone on social media – you’ll find your customers there too. They interact with the brand they love by commenting and liking on the posts, watching brand or explainer videos, even simply reply to the Stories.

Not convinced yet? Here are some fascinating numbers on the statistics:

  • According to JD Power, at least 67% of customers seek support from a company via social media.
  • More than 80% of consumers use social media to interact and engage with brands.
  • Responding to complaints on social media can boost customer advocacy by as much as 25%.
  • Customers can spend 20-40% more time with companies that actively respond to customers via social media.
  • Social media customer care: best practices
  • Social media customer care isn’t rocket science. As long as you’re responsive and be active on social media, your customers will be happy. 

But, still, there are some definitive rules that you should stick to so that you can give your customers the best support on social media platforms. After all, the primary goal is to give the customers a hassle-free and enjoyable experience, which helps retain and grow your business.

Fast response is key

At least 60% of customers who seek support on social media expect a response from the company within an hour. Yup that seems quick. The fast-paced nature of social media⁠ creates a high expectation for faster responses.

One thing is clear here: you need to make an effort to respond as quickly as you can.

You have to make sure that the customer care you provide on social media matches the service a customer would receive offline. If you can’t solve their problem right away, you need to inform them that you’re currently working on it and will get back to them as soon as possible.

Use the right tone of voice

Talk and interact with your customers like a human and not a robot – meaning don’t sound too scripted. Make sure to adjust your tone to match each customer.

Since younger generations dominate social media demographics, you most likely want to use a friendly, casual tone just like how you talk to your friends – because they are.

But, then again, the right tone depends on each customer.

It’s also crucial to understand how you should tailor your replies in the right tone by picking up your customers’ subtle cues. If your customers seem frustrated, you might focus on using an apologetic, emphatic, reassuring tone. On the other hand, if your customer is happy, it’s okay to go casual and use a person’s first name.

Respond to all queries (good and bad)

Don’t only respond to good reviews or feedback. Remember that not everyone can be happy with your brand. Other customers could be frustrated and disappointed with one thing or another.

In this case, you need to respond to them as well. It’s essential to keep your responses light and positive. Try to create conversations with those unsatisfied customers until you find mutually beneficial solutions.

This transparency will allow other customers to understand that you pay attention to how your consumers feel and treat everyone right. 

Above all else, responding to all customers’ queries shows your customers that you’re willing to do anything to leave them with a positive experience.

Essential tools you can rely on

While social media customer care is crucial, handling it can take a lot of work. Responding to each customer, resolving their issues, replying to their comments on your posts, you can have a lot on your plate.

Luckily, you can utilise tools to make all of those activities much easier. Below are some popular social media customer care tools you can take advantage of:

  • SproutSocial. SproutSocial allows you to easily manage all your customer care, relationships, and interactions building through a single dashboard. It has solid third-party integration with popular social media like Facebook, Twitter, LinkedIn, and Google+, making it easier for you to manage several accounts.
  • Respond. Respond makes it easier for you to track and monitor your Twitter account(s) for DMs, @mentions, and even keyword searching. This, in turn, will help you find customers complain much easier, or just simply understand what they say about your brand.
  • Hootsuite. Hootsuite focuses on audience engagement. With its popular collaboration tools, Hootsuite helps you and your team communication members to respond to messages, comments, and mentions quickly. You can also schedule social media posts and target them to the right customers.

Wrapping up

Providing various channels to deliver your customers care is key in today’s market. Besides your offline office or company website, social media platforms can be potential places to respond to customers’ issues and build a meaningful connection with them.

It's no longer an option to ignore social media customer care. Most of your customers are on social media. Therefore you should be there too. With the quick guide mentioned above, now you’re ready to take your customer care to the next level by effectively engaging with your customers on social.

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