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How Are You Doing Socially With Consumer Care?
By: Dana Severson
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Back in October, I talked a bit about the need for companies to go social with their customer care. Many consumers are already online, using social channels to inform their purchases. And with roughly 33% of social media users now turning to these same channels for support and service, it’s become even more important to the overall success of businesses.
 
So how do you think you’re doing socially?
 
A recent survey by Nielsen gives us a little insight into this question. As far as social channels for customer service goes:
  • 36% experienced quick and effective responses
  • 14% experienced quick but ineffective responses
  • 8% found their responses effective but too slow
  • 10% got no response at all
The other 33% either couldn’t remember or didn’t use social channels for customer care.

It shouldn’t come as any surprise that your response and the effectiveness of your response have a direct impact on future business — or at least referrals for new business.
  • 71% of those who had a quick and effective response would recommend a brand to others
  • 33% of those who had a quick but ineffective response would recommend a brand to others
  • 17% of those who had a slow but effective response would recommend a brand to others
  • 19% of those who didn’t receive a response at all would still recommend a brand to others

If you’re on social channels, understand that consumers will use these outlets for whatever purpose they see fit. Even when an account is set up to highlight a new product or offer deals and promotions, it won’t stop consumers from seeking or requesting support from you on that channel.

This is why I’ve always recommended that you only venture into those social channels you’ve got time for. Twitter requires the most immediacy; Facebook is a close second.

If you haven’t the resources to monitor an account, don’t dip your toe into that water. As you can see by the numbers, a slow but effective response does more damage than a quick but ineffective one. 



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About the Author
Dana Severson is a freelance copywriter and marketing consultant in the Twin Cities area. Find him at his website for a little downhome advice. 
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