Even though major social media platforms, Facebook and Twitter, were once only used by businesses for internet marketing, the lines between their roles as business tools continue to blur and both platforms are now being used for customer service. This week Applebee’s has been a hot topic in social media news due to their overnight social media meltdown over a multi-chapter saga between a pastor, a waitress, and the restaurant. The result was a huge response from angry customers who took to Facebook and Twitter to vent their frustrations over the poorly handled situation.
Here are a few tips on how to avoid bad situation when using social media for customer service.
Establish Clear Social Media Guidelines
Add social media guidelines to employee handbooks and go over them with your whole team. Having a social media response plan in writing for your team to reference will be helpful when a negative or overly dramatic posting situation arises. Remind your team members who have access to your social media accounts that they should refer to the guidelines often. Begin responding to comments by thanking the customer for the opportunity to fix the problem and let them know that you are there to help. Do not make the mistake of taking comments personally and responding defensively at the risk of starting an argument in a very public space. Finally, if possible, show them proof that the issue has been fixed.
Respond Promptly Within Business Hours
Respond quickly, but keep it to normal business hours. When customers take the time to post a comment or question, they expect a same-day response. Some companies attempt to respond within an hour, but a 12 hour window is acceptable. A timely response shows that you value your customer’s time and input. That being said, posting replies to individual comments during the wee hours of the early morning makes your replies look desperate and reflects poorly on your team.
Take Conversations Offline When Necessary
Take the conversation out of the public eye. Social media channels can be helpful but are not always the best for customer interactions. Use private messages to maintain privacy, then follow up with email or phone calls. Show customers you care by personally assisting them, keeping issues away from public view. Social media can be your best tool or worst enemy, so prepare your team for challenges and respond quickly. Handle social media comments swiftly, and know when to take the conversation offline. Follow these tips to manage negative comments or complaints effectively on Facebook and Twitter.
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