Social media has come a long way over the past decade. What was once a hub for high schoolers posting online thoughts or exclusive for college students with a valid university email address has now become a common form of communication for just about everyone middle school aged or older. So, when it comes to customer service, brands now expect their customers to visit their social media page to request responses to their biggest questions or problems.
And, brands that have been slow to the table have found that customers are demanding they catch up to the current trends or lose out to the competition. In a survey by JD Power of over 23,000 online customers, 67% said they had contacted a company via social media for customer support issues. More than that, Convince and Convert reported that many users (42%) expect a response to their social media support questions within the hour and believed the response time should remain the same even after business hours and on the weekends.
Brands used to take at least a business day or two to get back to their customers by phone or email, but things are changing rapidly with new modes of communication. With new marketing tools, like automated posting platforms and text marketing software, users are expecting brands to connect with them on a personal level.
Pick Good Platforms for Your Brand
You don’t want to get caught spending your valuable content learning the ropes and crafting content for a platform that doesn’t really appeal to your target audience base. Choose platforms that are best for the kind of content you are going to offer, the type of buyer you are addressing and the type of brand persona you want to portray.
While LinkedIn is much more serious and business-oriented by nature, Pinterest is all about inspiration and image strength. On the other hand, Twitter offers a good place for quick, public thoughts and Facebook is more about building relationships through a variety of posts that contain images, content blurbs and links.
You will want to find out where your customers and social media influencers are, and not just assume a specific platform is best because you like it or know it the best.
Monitor Social Chatter
Social listening helps you discover where your audience is spending their time and understand what is being said about your brand, products, employees, competitors or industry. Social listening tools will help you pick selective keywords to find the conversations that matter to your brand. You might find that many conversations are public ones where you can jump in with your professional account to offer genuine care, honesty and helpful solutions that show just how customer-minded your brand really is (but be careful not to intrude on personal conversations).
Social listening and your customer service team are two great tools to help you really round out your content marketing strategy. Find out what questions or concerns are being raised by multiple users and then respond with your content. Good customer service content can then be promoted by your social media pages and specifically provided for users if they reach out with that problem or question (saving your customer service team time and showing professionalism).
Chances are, if you know for a fact that a few of your viewers are struggling with an issue, then there are probably several more who just haven’t reached out about it and your content may provide a simple solution for them.
Offer Text Messaging Assistance
Many brands will ask users to email them about specific issues with a product or service when they reach out on social media, but email can be a bit clunky. Consider offering SMS messaging as an option to help your users get the help they need in a faster and more convenient way for them. Since many of your users are probably using social media apps on their phones to contact your brand in the first place, offering them the choice between connecting with a customer service rep through text messaging can feel really convenient.
You can then transition a positive customer service experience into your SMS marketing content to cultivate your lead or build a stronger relationship with your customer.
Sophorn is the marketing guy at Trumpia, the most complete SMS software with mass sms messaging, smart targeting and automation. Jumpstart your business by grabbing your free copy of his powerful Mobile Marketing Success Kit. Watch Trumpia’s 5-Minute Demo on how to execute an effective mobile marketing strategy.