Most young entrepreneurs have a pretty good handle on social media. The same business people most likely have a healthy understanding of customer care. However, put the two together, and the results are not always intuitive. Dealing with complaints and enquiries via social media is a game with its own rules – neither as informal as your personal Facebook presence, nor as mannered as an IRL customer service department. In fact, social media customer care may be more closely affiliated with your marketing strategy than any other part of your business.
So how much thought and research have you put into this fundamental element of your 21st century business? If you’re up and running already, it’s worth returning to the basics so as not to make any daft mistakes. If you’re new to dealing with angry Tweets and snarky Facebook comments, it’s time to take a deep breath. Make sure you approach them calmly and with one eye on the crowd.
In the first place, the most important principle is to not ignore such complaints. When somebody makes a rude or hot-headed comment, it can seem sensible to think you shouldn’t rise to it. Well, indeed you should not be provoked – but if this is a customer rather than an out-and-out troll, you need to take control of the situation. Even if you don’t have time to address the issue fully right away, it is important that you acknowledge the complaint and give some indication of when you will be able to deal with it. Otherwise, the customer is likely to become further frustrated, Tweeting and commenting more bad publicity in your direction.
When you do respond, keep it friendly but informal. Use first names (both yours and theirs) if possible, but don’t forget that this isn’t your Facebook friend – it’s a paying customer, and others are watching. Use humor with caution.
Try to take the discussion out of the public eye as soon as possible, but don’t be too pushy. Suggest you switch to private messaging, or see if they have a number you can call. A human voice can be more sympathetic than the glowing black text of the tweet. If you’ve ever read the comments on a YouTube video, you’ll know that people soon forget that they’re talking to another human while online.
But it’s not all doom and gloom. Social media actually gives you lots of opportunities to turn bad feelings into good publicity. Resolve a complaint politely and with humility, and others will see yours is a well-meaning business and you are able to own your mistakes. Be sure to share positive outcomes to tricky situations with your followers.
Another advantage of social media is that you can stay ahead of the issue. These days, when customers gossip among themselves, you can tune in by searching your business name and finding where people are tweeting about you. If you stumble on a problem, address it. If you find praise for your service, consider sharing it.
This new infographic provides a complete rundown on how to spring-clean your customer service approach online. Keep it handy, and make tending to your social media presence a part of the daily routine of your business, for a better shot at keeping your customers happy.
John Cole is a digital nomad and freelance writer. Specialising in leadership, digital media and personal growth, his passions include world cinema and biscuits. A native Englishman, he is always on the move, but can most commonly be spotted in Norway, the UK and the Balkans.
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