In Social Media We Trust

10 May

Turns out we’re not the only ones hyping the internet these days. Even a little, tiny publication like Forbes Magazine is talking about how important the web is to small businesses.

Social media is no longer just a clever marketing tool: It’s also a fast-growing channel for customer service. Over half of consumers now use social media to directly reach out to companies to report satisfaction, lodge complaints, and ask questions, says Nielsen’s 2012 Social Media Report. And one in three social media users now prefer social care to contacting a company by phone. Small businesses should move beyond marketing, and find ways to use social media to increase customer satisfaction and loyalty.

Forbes

Listen to Forbes, dogg. (source: unsimilar.com)

Way to rip off my ideas, guys!

I know what you’re thinking: sure they say all that stuff, but is Forbes really a trustworthy name? The answer is no… Trusty J. Honestman is an trustworthy name. Unfortunately, I just made that name up. But luckily, Forbes isn’t the only name you have to trust on this –  you probably noticed in the previous paragraph that Forbes is reporting on a survey by the Nielsen Company. You’ve likely heard of Nielsen from their TV ratings system, and I say if you can’t trust the people who keep Two and a Half Men on the air, who can you trust?

Trusty Old Man

Trusty J. Honestman, Esq. (source: illinoisgenweb.org)

Forbes also has some tips on how you can improve your service through social media.

Respond Quickly

Small businesses should understand the growing expectation among social media users for a rapid response to their social media interactions. Over half of Twitter users expect a response within two hours of tweeting about a customer service issue, while 51% of Facebook users expect a 24-hour response, according to a 2012 Oracle report.

That “meep meep” you just heard was your competitors zooming past you to respond to complaints, like zippy Roadrunner. Meanwhile, like poor ol’ Coyote, you’re still ordering dynamite out of a catalog (or something). Your company might not have the resources to monitor Twitter/Facebook 24 hours a day, but even a small social media presence can help expedite your service.

Wile E. Coyote

Don’t be him. (source: theawesomer.com)

Be proactive

If you have a known service issue, don’t wait for the complaints to roll in. Be proactive in letting customers know what happened – and how you plan to fix it. For small businesses, a widely broadcast social media message will also save time and resources in answering individual questions and complaints during a crisis.

The great thing about social media is its accessibility. Hopefully your business always hums along without any disruption. But if something does force you to close up for a day or two, there’s no way you’re going to be able to call every customer. You can, however, very easily whip up 140 characters for a tweet and something a little longer for a Facebook post or e-blast to minimize communication issues.

Dedicate Resources

Don’t treat customer service as a marketing responsibility. While marketers typically focus on pushing out information, it’s important to dedicate resources to listening and responding to what customers have to say. Set expectations by letting customers know when you will have someone online to answer questions.

This idea is more universal than social media – you can apply it to your in-person sales, and even the way you work with your employees. Listening is incredibly simple, but so easy to overlook. The best way to solve a problem is to avoid it in the first place, and a lot of problems can be anticipated through gathering information from everyone who has any part in your business. Social media is simply one part of a healthy business – just like a good product, or making sure your technology is up to date.

If you don’t think I’m telling the truth, just pretend my name is Trusty.

2 Responses to “In Social Media We Trust”

Trackbacks/Pingbacks

  1. Can Social Media Help With Sales? (Yes. Yes, It Can.) | Very Bad Business Bureau - May 30, 2013

    […] talked about social media before. At this point, who hasn’t talked about social media? Social media is the “Who […]

  2. Can Social Media Help With Sales? (Yes. Yes, It Can.) - Very Bad Business Bureau - May 30, 2013

    […] talked about social media before. At this point, who hasn’t talked about social media? Social media is the “Who […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: