October 29, 2013

ID-10039776Social media is a powerful tool in any business’s social media strategy. It offers many benefits, foremost among them being the ability to connect directly to potential consumers and to build a relationship with them. Social media also offers businesses and social media gurus the ability to see feedback on their goods and services in real-time – something that is changing the way businesses think about marketing and driving home the need for adaptability in an ever-changing marketplace. However, with those many advantages come the potential for some big errors. Navigating the social media landscape can be risky if the person managing a Facebook or Twitter treats it too much like their personal account – or if they don’t take into account that a little bit of personality and relationship-building is not only acceptable, but encouraged with this type of marketing.

Responding Properly To Social Media Messages

One of the big benefits of a social media account is that it allows the customers of a business to contact the business directly with questions or concerns. Social media extends customer service beyond the experience of selling items and accepting returns.In a face-to-face encounter, customer service can help build a lasting customer relationship or it can drive a customer away from a business for good.

Before the advent of social media, customers would tell their friends and family about their customer service experience, potentially driving business away. That experience is amplified in the social media age. A negative comment to a customer, an argumentative reply, or a negative response to criticism can result in a problematic public image for that business, especially if the story gets shared on other social media sites. Therefore, it can be tempting to ignore those social media messages – however, that too can have a negative effect.

When these kinds of messages roll in, it is important to respond positively and helpfully. Offer to mediate or investigate a situation, and ensure that the customer feels that their concerns have been addressed. Not only can this respond save that particular customer’s business, but it can have a positive effect on those that see the message as well.

Find The Right Tone

The small snippets and sound bites that the average person leaves on their Twitter or Facebook is a pretty good indicator of their personality. Those outside a person’s circle may have nothing to go on besides these short snippets and updates when determining a person’s personality. Likewise, a business should think about the type of personality they are expressing when they use social media accounts. Being austere and overly professional may not have the right effect, just as being too friendly or casual can cause you to lose some credibility.

Think about the persona you want to come across, and consider how that persona benefits your business. When you’re building a relationship with the customer, the right tone can play a big part.



Sean McPheat

Managing Director

The Internet Marketing Academy



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