Article Contributed by Jennifer Couch
Social media has given companies a powerful tool – the ability to see real-time online conversations about their brands. To be successful, companies must remain proactive and constantly search for conversations; though someone may not be talking directly to the company, they may be talking about the company, which is just as important.
Finding the Conversations
First and foremost, companies must search for conversations. Google provides services that allow companies to search for keywords in real time. By utilizing Google’s “Discussions” tab, companies can search for their name and find conversations on forums relating to their company. Customer service representatives can then intervene and work to solve the problem.
Google also offers a search feature called “Realtime” which searches for keywords in micro blogs such as Twitter. This gives customer service representatives an opportunity to see what “Tweets” are being shared about the company.
Blogging is also another way customers express their frustrations online. Blogs also allow people to comment which can be another source of conversation about your brand. Using Google’s “Blog” tool allows companies to search for blogs and comments that include content about their company.
Video and photo sharing sites also need to be monitored as they allow comments that can include information about the company.
Being Accessible Online
Companies must make it possible for customers to find their social network contact information. Information on social networks should be displayed on the company website, company emails, and marketing materials; publicize that customer service representatives are available on all of your social networks.
When a problem arises:
When companies discover a negative conversation or comment, they must not be ignored. Facebook pages should be constantly monitored and comments of negative connotation or concern should be addressed immediately. Quick response time, a personal approach, and follow-up are imperative when handling customer service issues online.
Best practices state that a negative Facebook comment’s reply should say: “We are sorry to hear about your bad experience and would like to speak with you personally to get the problem resolved…”
Charter Communications does an excellent job of reaching out to customers and identifying problems through Twitter. Their customer service representatives monitor Twitter for any sign of conversation about Charter, and if a problem arises, they contact the person directly and work to get the problem resolved as quickly as possible.
Many businesses are becoming successful at using social media for customer service issues because they remain proactive in their search for queries, comments, complaints, and conversations relating to the company. In some cases, this can help diffuse a problem before it arises.
Monitoring conversations online will allow companies to gain useful first-hand knowledge and help to deliver a service that is more satisfying to customers in the future.
About the Author
Jennifer Couch writes for Auctori.com. At Auctori.com learn more about implementing a social media strategy in your company.