Comscore found that smartphones and tablets combined, now account for 60% of all online traffic. (http://bit.ly/UMRm9O) However as recently as 2010, only 5% of organisations took advantage of social/collaborative customer action to improve service processes. This is now changing drastically as social media revolutionises how the modern world communicates. The rules have changed and so must modern businesses if they are to keep up.
Brand Sentiment –
Customer service over social media is not simply one dimensional i.e. comment-response, it is however a brilliant chance to gain engage with an audience proactively. Whether this be through direct messages or just general outbound posts, brand sentiment can be measured allowing for self-analysis. Another vital aspect of social media customer service is the application of Social Listening where the collection of data can prove invaluable in the never ending quest to improve customer service
Brand Voice –
Social Media presents a unique opportunity for a business to create or further their ‘Brand Voice’. Direct customer engagement is accessible 24/7, whether this be responding to queries or discussing new ideas, instant feedback is available. Four key areas to bear in mind when establishing a brand voice; Character/Persona, Tone, Language and Purpose. (http://bit.ly/1HkluA2) A clear understanding of these four aspects, in line with the business goals, will ensure a brand voice is introduced across all social channels consistently.
Consumer Demand –
With statistics from Comscore highlighting the ever inflating social traffic levels, businesses are being forced to adjust to these new patterns of communication, facing a new customer service challenge which operates under very little rules or constraints. This subsequently places significantly greater importance on customer service strategy and application. The nature of the beast in this case differs from any existing customer care process in place mainly, because within this social ecosystem, information travels further faster, putting a premium on control to ensure brand image is controlled. The 24/7 nature of global social media adds another string to its bow, free flowing and uncensored content allows consumers to come in direct contact with any business at any time.
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