In this movie, customer service expert Jeff Toister will help you identify which social media platforms you use to interact with customers. The most popular platforms are Facebook and Twitter, though Instagram, Pinterest and Twitter may also be key, depending on your business. The goal is to identify where your customers are in order to best serve them.
- Over the next few videos, we're going to focus on serving customers via major social media networking sites like Facebook and Twitter. Let's start by looking at some of the sites where companies are serving their customers. The top five are Facebook, Twitter, Pintrest, Instagram, and LinkedIn. These sites all have millions of users and many companies are actively using all of these sites for marketing. But, are customers actually looking for service on these sites? A closer look at the data shows it's a mixed bag.
Facebook and Twitter are the big ones. 12% of social media customer service happens on self-help sites like a customer forum. And, only 3% of social media customer service happens on review sites like Yelp. We'll cover self-help and review sites later on in this course. But, for now, look at the other big social media sites like Pintrest, Instragram and LinkedIn. Very few customers go there for customer service. Now, two caveats.
First, the examples in this course focus on Facebook and Twitter since they are, by far, the most popular social networks for customer service. That said, the second caveat is your customer base might be very different then the average. Maybe Pintrest is the go-to social media channel for your customers. The good news is the techniques I'm showing you will work on other networks too. Here's an activity that can help you become familiar with the social media channels where your company interacts with customers.
You may wanna download the Social Media Channels Worksheet and use it as a guide to help you through this activity. If you work in a larger company, you might also want to identify the person or the team who manages each of these channels so they can help you gather some of this information. Start by identifying the social media channels where your company currently has a presence. Look for any place where your company has an account, even if it's not especially active. Next, look at how your company's currently using each channel.
Try to identify which channels have customers engaging with your product, services, or brand. Your company might be actively using some of these channels already, but sometimes this exercise reveals a few channels where customers are present but your company is inactive. Finally, take some time to explore how other companies use the same channel. Take note of how they interact with their customers and see what you like, or don't like about their communication. The goal of this exercise is to familiarize yourself with your company's social media presence and identify places where you need to serve your customers.
It may be helpful to set up your own account on one of these sites if you aren't already using it. I've included links to each site's help page in the additional resources file that you can download with this course.
- Identifying key social media platforms
- Communicating with customers in your brand's voice
- Listening and responding to customers on social media
- Listening to customer feedback on review sites
- Making self-service easy for customers