Social Media and Customer Service

Social media has exploded in growth and popularity over the past few years, and while many companies use it as a promotion tool, it now truly has the power to do more damage to a business. Many companies have already recognized this fact, and are already using various social media networks to their advantage when it comes to customer service. Hopefully more companies will take the time to join them.

With almost everyone using some form of social media, and with each having up to hundreds, even thousands, of connections, word of mouth is no longer a face-to-face event but has become a global event that only takes a split second to occur. Aside from the major networks like YouTube, Facebook and Twitter, social media platforms have exploded when you consider the seemingly countless number of mobile phone apps that assist you in finding, discussing and rating businesses. With so many extensive choices of social media platforms available, it has now become imperative that businesses of all sizes tap into this continually growing world and use it to their advantage, rather than let it become a death blow to their service.

I think it is fairly safe to say that almost everyone who has used any type of social media has run across some kind of negative comment about some company or service. People tend to be quicker on the draw when it comes to spreading negative experiences than they do the positive ones. For that reason many companies have started monitoring these sites more closely, and responding to the comments with assistance.

One recent story tells of a customer who used Twitter more than once to openly complain and reach out to a company, and in each case received a quick and positive reply to his issue. Companies who have a dedicated social media monitor can catch and deal with these types of complaints, and if they quickly provide excellent service, it will turn a bad situation into a good one. Daria Steigman, founder of the D.C.-based consulting company Social Biz Smarts says, “Because of Twitter’s searchability, a business’s “dirty laundry” is very visible — but so is its ability to respond to angry as well as satisfied customers.”

While many larger companies have had dedicated social media people in place for a few years now, it is becoming more and more beneficial for smaller businesses to follow the lead and at a minimum they should monitor the more common sites and apps in their area. A little bad press can go a long way in hurting business. Personally, I frequently use apps like Yelp and Foursquare to find and visit local places, and more than once have been turned off by negative comments entered in the apps about an establishment.

While it is near to impossible for a company to monitor every corner of the social media world, it is beyond question that companies who deal with customers must have their eyes and ears tuned to at least the major social media sites, and take their customer service proactively into the cyber world too.

Image courtesy of FreeDigitalPhotos.net