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Skip to Content Skip to Footer. Key Takeaways What? People are spending more time on smartphones and social media. So what?

#2: Find Content That Will Resonate Deeply With Your Audience

Overuse of social media could lead to negative consequences for health, work and relationships. Now what? Where is the ethical line in marketing between hooking a customer and getting them hooked? Want to view this content? Join AMA Login.

Marketing's Ethical Line Between Social Media Habit and Addiction

As seen in the screenshot below, Best Buy did not receive a direct mention on Twitter by the customer. They were likely listening for their brand name with a tool to monitor customer service on social media see more on this later. In addition, the Best Buy rep even suggested items on sale.

Later within the same day, the customer purchases from the Best Buy brand and takes the time to notify them in the same social media thread on Twitter. Social media response times are certainly an important metric to focus on and include in a customer service strategy.

Focus on social media

Not only can it strengthen the relationship with a customer, but can boost sales in the right context! Create a process to provide clear direction on handling customer service through social media for your business. These would exist on page posts or reviews for Facebook, or openly via tweets on Twitter.

Then, determine which conversations should become private—whether it be moved to direct message, email or phone. Ask yourself the following questions to help create a process that works for your social media and customer service:. When a customer inquires about something that requires account information which should remain private, GoDaddy responds accordingly on Twitter. Using the CTA call-to-action link feature that Twitter provides helps save customers the effort of opening up another direct message thread on their own. Get more free articles about how to build a brand and grow your business—delivered directly to your inbox!

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Since so many comments can be viewed by the public, businesses have an incentive to be attentive to everybody via social media. Just as no business would ignore a customer in their store, no business should leave a comment unattended online! Create a series of pre-written replies to help streamline the process of social network moderation. Similarly to email replies, the customer will interpret words without tone and inflection. So, the best customer service responses should be written in ways that cannot be misconstrued.

However, unlike email these replies will be public—as will the time stamp see section 1: Users want personal attention, so customize the reply to the individual on a case-by-case basis. For major corporations, replying to every single post may not align with the overall strategy for social media and customer service simply because of the sheer number of comments.


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Airline travel can be frustrating when so many things can go wrong with delays, cancellations, lost luggage, etc. Therefore, customers often take to Twitter and Facebook to voice their complaints on social media publicly and can do so easily via a smartphone. In this situation, relating to the issue and acknowledging the frustration helps a JetBlue customer service rep diffuse the emotion of an angry flyer.

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When crafting customer service responses on social media, mirroring words can make someone feel heard:. We would like to speak with you by phone to learn more about the situation, so we can find a way to remedy it for you.

At John Lewis, smartphones are now the most popular way to shop online

Please call us: Imagine that you are leaving a concerned comment or review, and the brand reaches out to you publicly. So you just address the company, or no one at all. Giving a customer your name humanizes the brand instantly. It offers them someone to speak to directly should they be interested in continuing the conversation. When a customer complains on social media, every single one of your customers could potentially see it in their news feed!

6 Social Media Customer Service Best Practices

Other fans or followers will often rally around the business when a single negative follower is antagonizing the company. Depending on how likely your business is to be on the receiving end of social media negativity, brainstorming positive responses can be a crucial piece of your customer service social media strategy. To prepare for negative content on social media, consider gathering previous negative calls and emails for review.

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