Typically, most companies use social media to talk about their latest products, tweet links to deals and occasionally forward issues to their technical teams, sales departments and even more rarely to the top management of the company.
So far things were looking good, but what happens when things get ugly and a customer rightly or wrongly, posts something on the company’s website, or on Facebook page or on their Twitter account?
In such an environment, companies as well as brands need to organize better themselves in order, not only to be able to follow what is happening in their social media accounts, but also to be able to cope and react fast.
Several advices have been provided (and therefore we have to re-write them..)
Build Your Social Media Customer Service Team
Hire media savvy people to monitor and respond to queries and issues that arise. The way of answering has to be sensitive and positive without upsetting your customer and of course providing solutions and actions to be done.
Develop your Social Media Policy
Not only develop your own company's policy on how "we involved in social media" but also train train your staff on who, how and when, a post is made on Facebook page, Twitter account and Forums.
The important is to respond in social media, with a sensitive, supportive way that will not further upset your customer / customers and which may lead to a re-post of your customer or a positive feedback from his side concerning your actions / comments submitted.
Speed, Matters in Social Media
Respond quickly without delays to every customer complaint that is posted. Every complaint, has to be analyzed, verified fast and be replied even faster to avoid a potential social media PR disaster.
Be quick about the response, but remind everyone that providing the best service is the goal, and be thorough and clear to the customer.
For more serious issues be sure to give respect and empathy to the customer, and avoid the possibility of sounding insensitive, or exasperating the issue.
24/7 Monitoring of your Social Media Accounts
Monitor what is said about you online. Having a system to track your online image will help you correct any blips that may arise. Most issues will be small, but some will be important and you never want them to go viral. Even a fantastic follow-up response to an issue may be lost if the correspondence is late, incorrect, or bad.
The necessity of customer service involvement in social media platforms can not no longer be ignored. A customer’s negative comment / post, can go public overnight if not handled quickly in a sensitive, supportive and professional way.