Interview: Carnegie Mellon Professor Ari Lightman On How Students Are Empowered By Learning To Use Brandwatch Consumer Research
By Kara FinnertyJun 10
Published August 18th 2014
We’ve all been there. You’re on an application, happily flicking through, when all of a sudden something goes wrong. But what to do? You have questions and need answers straight away but where can you go?
With approximately 74% of online adults using social networking sites (Pew Research, January 2014), these have become one of the first port of calls for customers in need.
Whether your application is down or you have a small technical issue, this is where a lot of your customers will be heading to not only receive updates, but to talk to you and air their views.
But this does not have to be a negative experience for either the customer or yourself, so let’s take a look at a couple of ways social media can help when an issue arises.
Posting a status on Facebook or a tweet on Twitter can be a quick and easy way to inform a large majority of your customers about what is happening within minutes.
It will not only reassure the customer that you are dealing with the issue at hand but it also shows transparency, as you are admitting there is an issue and telling them what you are doing to fix it.
However, only posting one status every now and again will not suffice and can actually cause a more negative response – it can appear as though you aren’t doing much to solve the issue. Therefore, the most important thing you can do in this instance is to post regular updates on all of your social media profiles.
With these updates, they will differ slightly between your profiles, as character limits are a lot shorter on Twitter than on Facebook. Due to this a great way to overcome this is to post a detailed update on Facebook and then link to this on Twitter.
This way you can get the most detailed explanation out to as many of your customers as possible!
Your social media profile is a public representation of your business and a direct line of communication from the customer to you, so it is very important that you deal with each comment separately.
Remember each comment is from a different person and each customer deserves a personal response to their question or comment. This is your chance to turn around any negative comments into a positive and show your customers you are an open and approachable company.
One of the best ways to show you care is to name each customer as you respond to them and tag them in the comment to make sure they are notified you have responded.
You can then also sign off with your name, so they know who they are talking to and can respond to you personally too.
This is something we at Create Ecommerce have done in such a situation and, as you can see from the screenshots below, it really did produce a fantastic response!
Managing several different social media profiles during a crisis can be overwhelming and, when clarity is the key, don’t be afraid to ask for a little help!
This can be in the form of another employee mucking in to help share the load or using an online management tool to make updating your profiles a simpler task.
If you do have someone to share with, remember to sign your name and take one social profile each. This way the customer will communicate with only one person on that platform and this will provide a sense of stability and reassurance.
Alternatively, if you are using a social media management tool you can task each comment you receive on all platforms at once and go through them one by one until each is answered. This is really useful as you can make sure you are answering the comments in the order they came in, as well as reply in a quick and concise manner.
Following this, a great thing you can then do is tick these comments off or hide them, so you can concentrate on the new comments coming in. This will make everything more manageable and make it even easier for you to respond in a timely manner.
The management system will then show them again if you receive a response, so you can revisit that conversation in the click of a button.
Transparency is key so the more responsive and honest you are, the better the response you will evoke.
The way in which you conduct your social media profiles in a crisis is vital for the public’s persona of your business, but remember it can also be a great opportunity to show your customers just how much you really do care!
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