When most people think of using social media for business, their immediate thought is of its power as a marketing tool. It has the amazing ability to reach an unlimited audience at a fraction of traditional marketing mediums’ cost. While this perspective has some merit, it views social media channels through a very narrow lens. In fact, incorporating customer care into your social media strategy is a smart way to meet the rising expectations of your audience.
Social Means Interacting and Engaging with Other People
This wildly popular view of social media chooses to lock in on the “media” portion. Due to the widely accessible platforms, it focuses on the idea of social media as a form of mass communication. This typical thought process is centered around how the medium can be used to broadcast a message or be used as a billboard for people to find the brand’s message organically. But this myopia undervalues the potential of social media. It ignores the most important aspect: the “social” part of the equation.
“To unlock social media’s true potential, understand that it’s not all about your brand.”
The people in your prospective audience online aren’t hanging out on Facebook or Twitter to seek out your sale announcements or latest blog. They are present on social media to connect and communicate with other humans. Your customers are on social media, so of course, you'll want to be there. But you'll need to be social too. This means responding to and conversing with people who engage with your accounts. On social media, you’re going to get messages from customers who are experiencing issues with your product or service. They will expect a human response that helps them reach a resolution in real time without directing them to a different service channel to unhelpfully extend their search.
There are many benefits to incorporating customer care into your social media strategy.
First and foremost, customers who engage with companies on social media are more loyal and spend up to 40% more on the company’s products and services.
At the same time, companies that choose to ignore incoming social media contacts can face serious consequences. A study done at New York University found that customers are 88% less likely to buy from a brand that has ignored them on social media.
Even when companies choose to engage on social media, it's important to know that customers expect real-time responses. One of the biggest customer complaints about social media is brand unresponsiveness. If you were calling into a customer service call center, an 18 hour response time would be unacceptable.
While social media gives you slightly more leeway than “instantaneous,” 84% of customers expect a response within 24 hours. Since social media is 24x7x365, customer service on social media shouldn’t be a part-time program. For a brand with scale, investing in customer service on social media is critical.
There are many all-in-one social media platforms on the market that can help facilitate customer care through social media in-house. These options, however, still require additional investments in workforce resources. SPS DGTL can help alleviate those concerns by providing a turn-key solution with our hosted Social Engagement and Customer Care teams. We leverage our own technology and social media expertise. This makes it easy for companies like you to create a fantastic social media care experience for their customers.