Social Media; Taking Over the World One Customer at a Time (Infographic)
Social media is progressively becoming a prominent driver in retaining, attracting and conversing with customers. In 2015, Statista released statistics stating there will be an estimated 2.13 billion social network users around the globe; up from 1.4 billion only four years ago. In business terms, that is 2.13 billion customers your brand could theoretically be reaching. It’s now not even a question for companies to hold an established presence on social media; but with great social power, comes even greater social responsibility.
According to Help Scout, a web-based help desk for customer experience, Twitter users view over one million customer service tweets each week; about 80 percent of those tweets are negative. One negative message regarding your brand may not seem harmful at first, but thanks to the global infatuation with sharing on social media, that one bad experience can reach potential customers and alter their perception of your company.
A recent published study from Marketing Science, a journal of the Institute for Operations Research, found that responding to criticism on social media can often trigger a domino effect of new complaints. It also increases customers’ expectations to receive help through social media, which makes them more likely to complain through the platform again in the future. Due to the “double-edged sword” dilemma that social-customer service creates, many social sites are changing its platforms to accommodate both customers and company needs.
In June of 2015, Facebook began testing a “saved replies” feature. The new addition helps companies manage and save customer service messages more effectively, and create one-on-one organic conversations. Twitter has also added updates to its platform, eliminating the 140 character limit and allowing businesses to communicate with customers through direct messages that hold 10,000 characters. Businesses now also do not have to follow the customer on Twitter in order to get in touch with them; removing the awkward “please let me follow you, so I can help you” conversation.
Megan Lauletti, Rymax’s Customer Relations Manager states, “Social media is really altering the way customer service reps interact with customers. Companies need to be proactive in supporting social customer care, but also need to execute the conversations correctly.”