Social media platforms have become one of the most popular ways for customers to interact with businesses. Unfortunately, they are also one of the most common pain points for organizations attempting to conduct routine customer interactions.
All too often, companies devote too little resources to maintaining social media presence. When this happens, consumers who expect fast and effective communication via social media are left wondering whether the organization cares about their problems. And, as social media platforms are widely open to the public, one consumer’s poor customer experience quickly becomes common knowledge in his or her social circle, and the organization’s own presence.
In short, a poorly handled or under-invested social media presence serves little to no purpose; in fact, such a social media effort can lead to customer dissatisfaction. Conversely, a well-run social media effort can lead directly to customer satisfaction and loyalty.
Do you have the bandwidth to quickly respond to customer requests or comments via social media? Does staff have the training and support needed to interact with customers via Twitter, Facebook, LinkedIn and other social media platforms? Are you prepared for the event of a social media crisis?
Carefully consider your social media strategies to be sure that customer engagement and response are as effective as possible.
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