Golden rules for cus­tomer ser­vice on so­cial me­dia by Ca­tri­ona Pollard

So­cial me­dia en­gage­ment is vi­tal for busi­nesses. Not only can it pro­vide valu­able feed­back, it can also build a solid rep­u­ta­tion for the busi­ness, in­crease an ex­ist­ing cus­tomer’s trust and at­tract new po­ten­tial cus­tomers through word-of-mouth mar­ket­ing wr

Business First - - CONTENTS - Ca­tri­ona Pollard founded CP Com­mu­ni­ca­tions in 2001 and has built it into one of Aus­tralia’s lead­ing PR and so­cial me­dia agen­cies. In 2015 Ca­tri­ona was named as one of the top 50 most in­flu­en­tial women en­trepreneurs in Aus­tralia as part of the In­spir­ing Ra

En­gage­ment is all about spark­ing con­ver­sa­tions and en­cour­ag­ing your cus­tomers to in­ter­act with your busi­ness in or­der to build a re­la­tion­ship with them.

Ac­cord­ing to Con­vince & Con­vert, re­search has shown that out of those who at­tempt to con­tact a brand, prod­uct, or com­pany through so­cial me­dia for cus­tomer sup­port, 32 per cent ex­pect a re­sponse within 30 min­utes. A fur­ther 42 per cent ex­pect a re­sponse within 60 min­utes.

Busi­nesses are now forced to im­prove their time man­age­ment and the qual­ity of their con­tent to en­gage cus­tomers and com­pete with other brands on so­cial me­dia plat­forms.

Here are six golden rules to help you max­imise your en­gage­ment and build a last­ing rep­u­ta­tion on so­cial me­dia. Stick to what you know Make sure the ma­jor­ity of your posts re­late to your busi­ness and in­dus­try. Re­search con­ducted by Face­book found that speak­ing about sub­jects re­lated to your brand is the best way to gen­er­ate en­gage­ment. When peo­ple ‘like’ your page, they are ob­vi­ously in­ter­ested in your busi­ness and want to re­ceive in­for­ma­tion on your area of ex­per­tise. If you start post­ing con­tent on other top­ics, your fol­low­ers will lose in­ter­est and un­fol­low you. Re­spond to ques­tions and com­plaints The best way to main­tain en­gage­ment with cus­tomers is by al­ways re­spond­ing to com­ments, ques­tions and com­plaints on so­cial me­dia. If a cus­tomer com­ments on your pro­file and you ig­nore it, they may never com­ment again, or even un­fol­low you. Cus­tomer ser­vice Peo­ple will be more likely to en­gage with a busi­ness if the busi­ness is friendly and re­spon­sive on so­cial me­dia. If your busi­ness comes across as neg­a­tive or rude it could turn into a po­ten­tial cri­sis and you could lose cus­tomers. It is there­fore im­por­tant to main­tain great cus­tomer ser­vice at all times to en­cour­age cus­tomers to build a last­ing busi­ness re­la­tion­ship. Make it easy to share your con­tent One way to mea­sure en­gage­ment is by how many times your con­tent has been shared by other users. This means you need to cre­ate in­ter­est­ing con­tent that is easy for peo­ple to share. For ex­am­ple, pic­tures are great share­able con­tent be­cause they are easy to con­sume and are eye catch­ing. Ask ques­tions Ques­tions are a great way to start con­ver­sa­tions on­line and al­low many users to ex­press their opin­ions. Be ac­tive on so­cial me­dia You can’t just sit and wait for peo­ple to com­ment on your so­cial me­dia plat­form if you haven’t both­ered to com­ment on any­one else’s. Get ac­tive on so­cial me­dia and in­ter­act with other users by com­ment­ing on their posts and shar­ing their con­tent. The more you com­mu­ni­cate with oth­ers, the more likely they are to com­mu­ni­cate with you.

By en­gag­ing with your cus­tomers on so­cial me­dia, you can cre­ate a mu­tu­ally ben­e­fi­cial re­la­tion­ship with them. Cus­tomers will feel val­ued by your busi­ness and you can gain im­por­tant cus­tomer feed­back to help you grow the busi­ness.

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