The digital era has changed the customer service playing field. It is not enough to rely on call centers, a local business phone number, and your company website to connect with clients. Social media has become the next step in building and repairing customer relationships. Platforms like Facebook offer fresh communication alternatives and a level of transparency that
can win over customer trust.
Live Public Opinion: Facebook Marketing and Earned Media
There is a reason why online review sites like Yelp are so popular. Prospective clients love to see what customer interactions and experiences are like in real time. When existing customers engage with your Facebook profile, they share photos and running commentary about your products and services. Whether these posts are positive or negative, they are immensely valuable because they are user generated. They are not marketing materials created by your company — they are mini testimonials from actual clients. These posts hold a heavy amount of credibility to other visitors. Those who interact with your Facebook page can be some of your greatest advocates, in fact, they do your Facebook marketing for you.
Keeping an Eye on the Horizon
Facebook allows you to gather data in real time and crowd source data. Generally, you can gather information and generate interest much faster on Facebook than on other digital communication platforms, such as email or chat. Imagine that you have just launched a new web storefront. Watch your Facebook comments closely. People might mention bugs, user issues, and other useful feedback on your page. This information might have taken hours or even days for someone to bring up over the phone or email. A legion of Facebook peers can be a source of instant feedback when you try new marketing strategies. They can warn you of potential problems on the horizon, and praise your organization for successful customer service.
Follow the Metrics
Facebook has a dedicated Pages Manager tool that allows you to track post and traffic analytics. This app is available in the iOS App Store or via Google Play for Android devices. Sometimes, your customers won’t give your customer service team direct feedback in the form of comments. However, you can look at user behaviors as a source of feedback. Imagine that you have posted a customer-service related link or article on your Facebook page. If you examine the reach and virility metrics on Pages Manager, you can get a clear idea of whether or not people found this post useful. If a high amount of followers shared, viewed, or commented on a link then your customer service team should investigate why this post is so interesting. If no one engages with the post at all, then it might be irrelevant to customers’ needs and wants. When it comes to Facebook marketing, the metrics are easily accessible, thus allowing for quick adjustments.
One of the toughest things to face online is criticism. When people get behind a keyboard, they can leave harsher feedback than they normally would in a phone conversation or face-to-face meeting. Your customer service team must be adept at resolving issues via social media. Generally, it is a good idea to assure detractors that your company is taking action to resolve their issue. Invite them to communicate with your team directly via email or on the phone. This can remove a problematic conversation from public view.
Be tactful in your public comments and requests — prospective clients can be won over when they see how well your company manages criticism. After resolving customer service issues, invite people back to engage via social media. Detractors that have been turned into promoters can be some of your strongest advocates online.
Facebook Marketing and your Customer Service Strategy
Facebook isn’t just a supplement to your customer service strategy – it’s a main channel. Connect with both promoters and detractors, and stay engaged with your followers with the Pages Manager tool. Facebook should be a major facet of your customer interactions, allowing you to keep an eye on current opinions, issues, and needs.
How have you used Facebook to strengthen your customer service? Please share in the comments below.