Be warned though: this type of interaction presents a few vulnerabilities to companies. We’ve all seen posts on Facebook from a disgruntled uncle over how his credit card gouged him, or read a rant from a friend about how rude a store clerk was recently. When a business decides to embrace social media as a marketing tool, they need to be prepared to go all-in. Having an employee dedicated to monitoring and responding to your social media page is essential. Many companies find it to be too time-consuming and outsource their social media marketing, but it’s still important to have staff that can assist in customer service related issues or questions from time to time. 

A couple of years ago, customers were pleasantly surprised when they received a customer care response on social media. Now, if a company does not respond quickly, consumers have no problem moving down the line to the next company. Undoubtedly, social media is the new customer-service platform and business owners must have a plan in place. 

Today, the appropriate window for a response on social media is 60 minutes or less.

Your customers don't have time to wait for you to get around to their queries, and they will move on to your competitor if you aren't on top of their needs. 

Not convinced on the necessity of using social media for customer support yet? Consider these benefits for both companies and customers:

Communication is instantaneous.

If you can respond within minutes of a post, you will make your customers very happy. It also demonstrates to their followers – and potentially many others – that your company actually cares and is committed to handling customer service issues quickly.

Companies can offer a personal experience. 

Consumers like being able to contact businesses on social media. It means they don’t have to waste their time on the phone. To have the chance to deal with a living, breathing person, rather than with a nameless, faceless corporation, is much more palatable. 

Companies have the opportunity to think carefully about a response and craft it in a casual, conversational manner. This way, the brand voice can still resonate, while at the same time adding the human element.

The conversation is transparent.

Customers want vindication when something goes wrong, and posting on social media allows them the perfect place to be heard. Not only does the customer feel more in control, but the company also benefits from the transparency.

Other potential customers will witness how well the situation is handled. If you can answer a customer’s concerns quickly and effectively, you ultimately gain trust as a company that really cares and goes the extra mile.  

Prompts positive feedback.

It’s in our nature to share the wealth. When we discover a good company, our altruistic side steps in. A report by Hootsuite claimed that 78% of online customers recommended a brand to friends after a great customer experience. Due to the nature of social media, it only takes a moment to leave a positive review for a company or post on Facebook about a pleasant experience.

Resolving customer issues and questions on social media does present some potential risks if not handled correctly and promptly. However, the positive effects solidifies long-term relationships and increases the visibility of your brand in the process. Interested in more benefits of social media? RSVP for our Executive Business Luncheon on How to Develop & Implement a Successful Digital Marketing Plan to Increase Company Revenue.