Have you ever found the need to offer up a tweet of desperation, or Facebook post of frustration when a company fails to deliver on its promise or has caused you a problem?
I know I have.
At the time of composing the message it can prove to be cathartic, setting out your ire and pointing it at the target you can get it off your chest, even in 140 characters.
But how does the company deal with your complaint? For me that is the true measure of a good organisation, its ability to respond. Did they get back to you swiftly, accurately noting your comments and responding appropriately? Or did they respond in their own sweet time and offer up an auto bot placation to hope you’ll go away? Worse still are those who just fail to respond leaving you to boil and find a way to escalate the issue with added justification.
If you’re running a business, any business, you must consider the way in which you can handle potential negative feedback. The rise in popularity of Tripadvisor has taught many restaurants and hotels that negative reviews can directly impact future business and positive feedback offer a reassurance and drive customers toward you.
With so many of us now connected on social networking platforms and becoming increasingly comfortable with the medium as a method of communication we cannot afford to overlook their impact.
These are the key tips for offering excellent customer service on social networking platforms;
• Make your company twitter and Facebook accounts clearly visible on your website
• Actively engage with those who “like” your Facebook page and “follow” you on twitter
• Monitor the social networks for references to your business and keywords associated with it;
o This can be done via Google alerts by setting up the keywords and having any reference e-mailed to you. Note: This can build in a time delay so should not be relied upon for real time responses.
o Use a social mention monitoring site to manage the references and keep up to date by having the alerts function activated.
o Sites worth considering; SocialMention.com, mention.net, social oomph, hootsuite, twilert.
o Take a look and see which suit your needs, twilert is good as it is simple and low cost and enables a free trial to assess the effectiveness for your business.
• When you receive a negative comment whatever you do don’t become defensive or aggressive
• Offer multiple channels for communication, tweet but take it private so DM (direct message), e-mail, phone or text.
• Respond quickly and consistently, if you don’t have an immediate answer let the customer know that you’re working on it.
• Don’t patronise or engage in chat that would be considered “too personal”
• Above all ensure those who are charged with handling frontline matters on social media understand the rules and are chosen for their interpersonal skills and client care focus.
• Don’t allow third parties to present themselves as “helpers” or “customer support”. Self-help through technical forums can be beneficial but taking that one step further exposes your business and brand to potential risk of damage through unauthorised comment and actions.
Its common sense, you may think, but just consider your own experience and how the big organisations often get it wrong. Mostly customers want to know they’re being listened to, offered a channel to communicate and be allowed to express a view. Of course not every complaint or query will be justified but by offering a sympathetic and proactive customer response via social media can significantly reduce the negativity and in many cases reverse the position entirely. If you’re not aware of the conversations on social media you run the risk of missing opportunity and being subject to unwarranted bad publicity.
If managing your customers via social media is something you want to explore in greater detail drop me a line.
David.email@example.com Twitter @davidlaud
i2i’s Managing Partner, David Laud, recently contributed to a discussion on Radio 4’s Woman’s Hour concerning the increased use of technology in the home and its impact on family privacy.
Click the link below to hear the clip
This brief discussion covers a growing domestic problem and highlights the need for parents to stay up to speed with social media platforms and the exchanges children are having.
David is interviewed by Radio 4’s Jenni Murray and joined by Ruth James who runs a blog to help parents with teenage children. http://survivingteenagers.co.uk/author/survivingteens/
As Barack Obama appeared through the huge curtains at the Chicago Convention Centre his smile said it all, the crowd nevertheless said it for him, over and over again, a little like a re-tweet, “four more years, four more years….”.
With the economy far from recovery and very tough times forecast the US electorate have remained faithful to the Democratic Presidential incumbent.
Obama’s feisty Republican opponent, Mitt Romney had but one task, admit defeat gracefully and in a very public address he did just that.
No doubt the networks will be poring over the multitude of statistical data that such events spew out but for me there is one clear set of statistics that left me in no doubt of the outcome.
The evidence was part of our modern history.
In the Spring of 2011 a political wave started, initially overlooked by those in power. All too soon their underestimate of the strength of this wave became apparent due in no small part to the turbo charge push of social media platforms.
But four years before the Arab Spring, back in early 2007, a relatively unknown senator was running for president against Democratic nominee and household name, Hilary Clinton. But on November 4, 2008, Obama then 47 became the first African American President winning an election against Republican candidate, John McCain.
Mr Obama turned to social media platforms to gather support, raise funds and engage with volunteers the essential foot soldiers of any successful campaign.
Fast forward to the US election of 2012. Presidential wannabe Romney was trying hard to compete on twitter, facebook and Linkedin but unfortunately for the Republicans he was up against an opponent who is a natural social media communicator with a team of dedicated experts supporting his social media broadcasts.
Enough of this blogging rhetoric what about the facts?
On Twitter Mitt Romney has a respectable 1.7 million followers and has made 1,350 tweets. But just compare that to Barack Obama’s 22.7 million followers and 8,000 tweets.
As if those figures weren’t bad enough Michelle Obama has more followers than Mitt at a very healthy 2.2 million.
On Facebook Mitt has worked hard to match Barack but even his 12.1 million page likes pale compared to the re-elected presidents 32.8 million page likes with over 3.5 million actively talking about the content.
Google Plus – smaller numbers, but we’d guess at that. Obama 2.3 million +1’s with Romney less than half at 1 million +1’s.
Of course it’s not all about the numbers but if your message is being broadcast at those levels through these channels you have a major advantage, especially if your demographic fits the profile of the more active social media users.
As if to prove the point Obama’s victory tweet showing his embrace with wife Michelle and the quote “four more years” is now the most re-tweeted tweet of all time, so far RT’d over 650,000 times beating someone called Justin Bieber (you know who he is you just don’t want to admit it – ed) who’d held the record at 223,000.
Whether it proves to be the right decision for America only time will tell but one thing’s for sure, if a politician has any serious ambition they need to understand and harness the true strength of social media.
David Laud – Marketing Consultant
i2i Business Solutions LLP
e-mail me at firstname.lastname@example.org follow me on twitter @davidlaud
“like” our Facebook page http://www.facebook.com/i2isolutions
Smartphone sales indicate that we’re now far more likely to have one of these technological marvels than not. Be it an iphone, HTC, Samsung, Google or other wannabe market leader they all offer a range of tools that take us way beyond “making a call”.
Recent research by Samsung indicated that making a call ranks 5th or lower in the list of things we do with our devices taking only 12 minutes a day on the task that was the original purpose of the mobile.
These days we would far rather browse the net, check our social media feeds, play games or listen to music but what else can these treasures of technology do for us?
If you’re on the go, often out of the office and need to stay in touch then it’s likely you’ve synched your work e-mail to the Smartphone.
Perhaps you’re responsible for making an impact with social media for your business. Couldn’t be easier to download the LinkedIn, Facebook, YouTube, Twitter apps and post on the move. They don’t all offer the same functionality as the PC based version but the convenience and immediacy of of posting and reading feeds whilst out of the office can be invaluable, especially if you’re using twitter or Facebook to monitor customer feedback.
Being mobile can create problems when trying to find venues for events, meetings etc.. No need to worry if you’ve a good map app connected and your location broadcast function is enabled on the phone. You can trace your progress on foot, in the car (if safely cradled and not in your hand) or on the train and even ask for a route to determine the time it will take.
Sharing information with colleagues and clients might be important to you but a problem if the all important project document sits on your office network. Fear not, cloud based services such as Dropbox can allow sharing of folders or links to specific documents with a few well placed taps.
If your life is so hectic you feel you’re not keeping up with the business world and areas that may affect you and your company I’d suggest revisiting the good old podcast. Finding the time to read trade journals, newspapers and magazines can be hard. These days there are a multiude of very informative and professionally produced podcasts. From wake up to money to the bottom line, most BBC business related radio broadcasts ara available to download and easy to subscribe to. Using the Smartphone as an aural digital box can be very handy. Listen to the podcast while commuting and get back in the know.
Perhaps like me you have the odd idea, recall of something that must be done or just want to put it in writing. You can use your Smartphone as a digital notebook recorder. Voice memos, notes and also software such as Dragon can allow you to talk to the device and have your words appear in document form which can then be saved, e-mailed or linked to social media. It can take a bit of practice.
On the subject of voice recognition a word of warning – you can look very silly having an argument with Apple’s “Siri” when it refuses to understand your command for the 6th time. Especially if you’re sitting in traffic apparently shouting at your dashboard. On a serious note Apple’s Siri – IOS.6 introduced a new array of functions and it’s expected to become the lead in voice recognition instruction leading to users asking for and relying upon responses directly from their phone. Google beware!
Our Smartphone’s have become almost indispensable items and as we learn to use more of their functionality and apps improve it’s very likely that the humble PC will take an even bigger step into the dark corner of the office.
Of course the beauty of these devices is that hey go beyond the pure work tool, they’re part of our every day. Hear a piece of music in an advert and want to know what it is? Just rewind and use your Shazam app. Miss the latest BBC drama just click on the BBC iPlayer app and you can catch up. Want to watch the match but you’re stuck on the train? Apps like SkyGo allow for immediate real time access to your subscribed channels.
On holiday you can get the Smartphone to translate menus and of course take high definition pictures or video which can be instantly uploaded and shared via social media apps. Looking for a coffee shop or cafe for lunch, the geo-location platforms such as FourSquare can help pinpoint the nearest offer and top tip.
Can they become addictive?….Oh yes, which is why it’s a good idea to have a schedule where you ensure its put to rest. Over use of the Smartphone can lead to sleepless nights, sore eyes and headaches let alone the ergonomic issues of thumb and finger use and a less gadget obsessed partner feeling jealous of the attention given to it and not them. I guess we’re not too far away from a gadget being cited as the other party in a divorce petition.
On balance they are proving to be far more help than hindrance but they shouldn’t be allowed to get in the way of a good old fashioned conversation, with eye contact and your mobile on “silent”.
If you’ve got an app suggestion that others might find useful let me know and we’ll share.
My daughters and in fact now my son, all teenagers, would be more than happy to tell you that I’m no expert on the world’s largest social media platform.
Compared to them and I suspect the vast majority of the teenage user demographic my personal posts would look rather tame, dare I say boring but then I’m not trying to connect to that age group. I do have a few family and friends who fall into the sub 20 category and they politely comment or “like” the odd post as I in turn return the compliment.
All very civilised, and that’s how I like my Facebook but I’m acutely aware that many have a very different view of the site and use it for baring their souls or at the very least the pain of their morning hangover. Facebook can also encourage narcissistic behaviour, posed photos craving “likes”, surveys to re-enforce your view of your personality or who of your friends think you’re the best looking…”Pleeeaasse!!!” save me from this.
Back to the matter in hand my challenge as a marketer is to try and understand all communication mediums and see how they best apply and work for not only my own personal use but in a business context too. Facebook presents the biggest challenge for many businesses.
Sure, Lee Cooper, Amex, Red Bull and many others have very slick Facebook pages and are making the medium work by adding multi layered engagement programmes which include clever competitions and “like” fests. These multi million dollar corporations can and do spend to develop these campaigns but can we learn anything from their efforts, can a Facebook page help your business?
The simple answer is “yes” if the true objective to having such a presence and the audience to whom you wish to connect is clearly understood.
On my personal Facebook page I’m not interested in building a “friend base” of hundreds, (I don’t have that many friends 🙁 ) its purpose is to help me stay connected with close family, friends and an alumni offering a varied and entertaining news feed. For my part I hope to add value to their feeds through my posts…sad as they may be according to the Laud clan.
When it comes to business or personal profiles we should really apply a similar philosophy. You know who you want to engage with, the messages that you want to share and the response you’re hoping to gain.
Despite my earlier negative jibe the Facebook “like” is solid social media currency. By creating an interesting, funny, poignant post that resonates with your network you can build a bank of “likes” and even better if it stimulates readers to comment back.
Unfortunately this clammer to be “liked” has led to a proliferation of cause related posts. A good friend likened them to a type of “chain letter” which is an excellent analogy given the implication that not liking the particular post meant you were by definition taking the opposing view. So therefore ignoring these posts meant you liked cancer, bullying, mistreating small dogs and generally suggested you change your username to Voldemort. All complete and utter nonsense yet many of us do click “like” on these posts and gain a little sense of community in feeling part of a group taking a stand against a particularly offensive topic.
So no I’m not an expert but then I’ve yet to meet a true expert in any social media platform. They move too quickly to be tied down analysed and given a de facto conclusion on how to use them. We all use Facebook in slightly different ways, there is no single correct way but there are plenty of poor examples.
For business or personal pages my advice is to be clear as to your purpose, keep the audience in mind and be consistent with your message. Don’t be disheartened by the lack of response to a particular post, in offline life there’s many a time friends would groan rather than laugh at my jokes. The key is consistency and believing in yourself. Of course we are all slightly different in a relaxed social setting than we are at work. The same approach should apply.
Facebook isn’t Linkedin but the business page won’t be enhanced by the type of content you’d normally deliver to your friends. An edge of professionalism touched with an element of fun is where I find my Facebook business page personality. I’d like to think that’s not a million miles away from how I am physically at work. Easier to be true to your own personality or culture of the business than to try and reinvent yourself for each social media platform.
By being consistent across platforms you’ll gain respect and understanding from a multitude of networks.
If you’re just starting out with Facebook for your business please feel free to drop me a line or comment and let me know how you’re approaching it. Be great to hear of a variety of ideas.
To find us on Facebook go to http://www.facebook.com/i2isolutions
David Laud – Chartered Marketer FCIM