The Nature Of The Beast That Is Social Media

social media

• By Linda Ray •

 

Is your social nurturing or … not?

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When you think of customer service, do you still picture a perky person asking you to “please hold because you are so important”? Or have you caught up with the 21st century? Today, smart companies rely on their social media platforms and website to provide customers with the top-notch, on-time service that they’ve now come to expect of everyone on the planet.

Social media is more than a vast desert of hot and cold likes and retweets. It’s very often the only time a customer or potential client ever sees your name. Your brand on social media is more than a tree falling in the woods; it’s the perch that overlooks the forest when it’s done right. You’ll get a return on your investment when you let the nature/nurture conversation run its course.

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It Ain’t Your Momma’s Social

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You can’t afford to ignore the bounty that is social media anymore. Your online presence is the forum that meets your customers where they live — on the phone, through a tablet and all over the laptop. It’s the place where your clients share their thoughts and experiences with your company, where you get your reviews and where you provide outstanding customer service, with just a click of a button.

It’s time to get on board or miss the train altogether. In 2017, more than 75 percent of adult Americans spend some time on social media every day, and those numbers are rising! 75 percent of Americans is a large audience, especially compared to the measly eight percent it was just 10 years ago — and about 50 percent just two years ago.

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How May We Help You?

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Your customer service via social media should cover the same bases that perky Paula did 20 years ago. You want to come across as nice, while exhibiting concern. You should work to fix problems and answer complaints. Customer service plays just as big a role today as it did back in the day when telephones had cords.

And for the same reasons: customers who are happy with the way they’re treated when they need help are three times more likely to use your services again and tell their friends about you. At least that’s what the wonks at the Harvard Business Review report.

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It’s Social Social

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No it’s not a typo. The term “social” used to refer to being considerate, being able to get along with people and caring about the needs of others before your own needs. Being sociable was a good thing. It meant people liked you and wanted to invite you to their parties.

The same is true of modern customer service on social media sites:

– Be nice

– Solve other people’s problems

– Consider their feelings and needs

– Impart goodwill with every message

– Get invited back

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They Want It and They Want It Now

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Social media also caters to Americans’ need for instant gratification. Delaying gratification is no longer seen as a good thing, not online anyway. And if you delay, you risk losing customers. This paradigm can either hurt you or help you depending on how quickly you use it:

– Highlight your best features: Getting an instant review is great; you are the recipient of the still-pulsing enthusiasm. Comment asap to keep it fresh.

– Bury negativity: In the same vein, bad reviews can be especially vitriolic when written in the heat of the moment. Use the instantaneous abilities afforded by social media to quell those reviews quickly. Make an offer to make it right and turn that frown upside down! And then generate as much positive feedback as possible to bury that negative one!

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Guest author: Linda Ray, CEO of Ray Access

Ray Access is a content marketing firm that believes in the power of words to empower your business. Content marketing may be the least expensive, yet most effective way to market your business online.

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