Role of social media in customer service
from Adam | September 1, 2020
Social media, for better or for worse, is here to stay. The only thing that changes is what social media platforms your customers are using and what techniques you can use to engage your audience. Let's look at the role social media plays in customer service.
Your Most Affordable Marketing Tool
Social media marketing is one of the most affordable marketing tools out there. Email marketing has better ROI, but it requires curating email addresses and then managing email lists. Social media marketing allows you to organically grow your audience without having to keep email lists. Additionally, viral marketing can outperform email marketing in terms of ROI. This is why so many companies are trying to create funny or outrageous viral video clips.
Study the sharing of your content or the most popular posts about the company on social media and potentially identify your biggest brand ambassadors and those whose negative complaints are hurting your brand. Then take appropriate action, whether to praise those who are already promoting the company or to fix issues that caused the criticism of the company to go viral.
The best source for customer data
Forget about focus groups and listen to the comments and reviews your customers are already leaving on your company's social media page. What are they complaining about? What do they praise? This existing dataset gives you far more detail and insight than a general survey sent to your user community. You will also see what customers say to each other, whether they are recommending a particular product to someone else or complaining about the service in a particular location.
Often times on social media websites, you can incorporate account login into your website. Companies like Facebook and Google get more information about what their customers are doing on third-party websites. And it simplifies account management for the website. It has a side effect for Facebook and Google in that it gives users a reason to keep their account active even though they may not use the social media site that much.
Where do your biggest security threats come from?
Creating a social media account is easy. Upload a photo, enter a name (fake or real), and get to work. Because of this, you can find dozens of fake accounts posing as various celebrities. Everyday people are not immune to it. An ex can create a fake account on behalf of a former lover and post embarrassing comments to damage their reputation or destroy their chances of getting another job. In addition, scammers can search social media sites to steal someone's identity. Because of this, you need more advanced systems for verifying the customer's age than asking for their age and verification with a valid credit card number. This is why the best age verification systems use liveliness checks instead of allowing someone to upload a photo that can be copied from the identity theft victim's social media account. Good facial recognition systems compare this live image or video with the scanned image of the driver's license or passport and thus prevent someone who only resembles the motif from using their ID to buy goods.