When it comes to social media and customers, the prognosis is complicated; it’s good news and bad news. The good news is that compliments, reviews, and recommendations happen lighting fast-just a click of a button. The bad news is that complaints travel at exactly the same speed to the entire world.
What is a company to do?
You can try to hide from the whole thing by avoiding social media, but let me tell you: You will fail. Your company may not have Twitter or a Facebook page, but your customers certainly do and if asked about you, they will answer (or post a Facebook feed… or a Tweet…). Since social media is such a prevailing reality for customers and businesses alike, it’s your responsibility to step up to the plate and create an excellent social media experience. The best ones can turn even the most hardened cynic into a fan.
With this in mind, here are 7 ways to make the best customer experience possible using social media.
1. Your Customers Have a Place to Chat
There are many companies who are nervous about setting up Facebook pages because these pages give customers a chance to comment, which means something bad will be said. However, you want your customers to be given the chance to grumble. The space gives you the chance to rectify those complaints in a way that wouldn’t otherwise be possible.
If a customer has a complaint on your Facebook business page, you can respond and help them. Do it right and you could end up turning a disgruntled customer into a happy one. Remember, many customers put almost as much weight on customer service as they do on the product, so make sure you deliver.
2. Social Media and Customer Service
Make sure you plan for those complaints and don’t just let them rot on your social media sites. The lack of redress for complaints will make you look absolutely terrible because everyone will see it!
But planning is important. Predict complaints and figure out how to reply to them. Make a plan for customers who compliment you as well (A simple thank you is usually sufficient). You can even take it to the next level by rewarding happy and loyal customers with rewards, making them even more happy and loyal!
3. Use Your Existing Customers as Fans
You probably have far more customers than Facebook fans or Twitter followers. You should use them to start building up your social media fan base; customers are like your brand already, so you might as well do your best to integrate them.
Consider how you communicate with your customers now and how you can use this as a way to bring people to your social media sites. Contests and promotions are a popular way to do it; simply run it through your social media site and advertise it through the conventional means such as the product packaging your customer receives.
4. Don’t Just React: Act!
Don’t just react when you can act. Monitor when someone mentions your brand and then if they have a problem, reach out to the customer and help to resolve it or thank them for saying something nice about you. Customers will be pleasantly surprised that you are taking the time out to talk to them without having to come to you and you can grab up more fans.
The reason for social media is to give people a chance to connect and chat. By connecting with your customers under your own initiative, you will show that you are wiling and waiting to listen.
5. Rewards!
There are always customers who are the influencers of your social media sites and assuming this in a positive light, you should reward them for it. Think of it this way: an advertising expert would normally cost you tens of thousands of dollars a year; your fans do it for free! Reward the heavy influencers with things like advance information on promotions or things like trips and tours. People who feel special are more likely to become free advocates for your brand.
6. Content is King
We all know that content is king for your website, but what about your social media? Content is important here too; you can post links, talk (briefly) about things related to your site, photos, tips, tricks, etc. You cannot expect people to interact with you if you don’t have anything to interact with.
7. Top of the Crowd
Social media, when done right, can make followers feel special. You can do this by adding extras, beyond the text and photos. You can do things like add apps, voice interactions, little flash games, or whatever you imagination desires. The more engaging your content and presence is the more likely fans will keep coming back for more. These experiences also humanize your social media experience, making it more fun for customers.
And customers who have fun, learn lots, and have their voice be heard become happy customers who keep coming back to you. It’s a great way to cement loyalty and a firm customer base!