The Role of Social Media in Customer Service

February 26, 2018

As we pass in 2018, social media is one of the most vital tools in a company’s hands for marketing, PR and customer service. Sites like Twitter, Facebook, Instagram, LinkedIn and even Google Plus have an interface ideal for interacting with customers, conducting surveys and promoting events relevant to your customers.

It’s hard to not be sceptical about gathering feedback on social media: many people see social media platforms as a ‘wild west’, where the standard etiquette, manners and behaviour of users can be set to a rather low standard. Trolling, vote brigading and general rudeness is common on any social media platform. However, the lack of moderation can also be a bonus, as people can be brutally honest about their services, hitting right at the problem that more mealy-mouthed statements might avoid in fear of seeming confrontational.

Social media is superb at amplifying feedback, including good feedback. A simple act of altruism among your staff can explode online, as well as campaigns aimed at capitalising on a current trend or news topic. When your customer service reps handle a complaint or complaint online in public, it shows that your company is willing and able to engage with customers where their competitors won’t. Public customer service complaints can also be fixed by helpful strangers who follow your account.

Not only that, but social media is one of the best ways to conduct polls and surveys. Twitter has an in-built polling system you can use to get a quick read of your follower’s opinions on any given subject. Facebook can embed a number of free survey and polling services into its posts. LinkedIn and Google+, with their audiences mainly composed of other businesses, allows for a great view into the B2B world.

Despite social media’s drawbacks as a social platform, it remains one of the few areas where consumers and clients like to speak openly and actively engage with companies. At Soft Intelligence, were passionate about gathering customer feedback and ‘soft intelligence’ from your clients and customers, transforming it into straightforward and accurate data that turns the hassle of feedback processing into a breeze.

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