Social Media Transgressions: The Whole World is Watching

On a balmy August night in 1968, police and national guardsmen bore down on anti-war protestors outside the Chicago Hilton Hotel during the Democratic National Convention. As the young protesters were mercilessly beaten and tossed into paddy wagons, a chant rose from the crowd and was carried throughout the city and across television airwaves:

“The whole world is watching. The whole world is watching. The whole world is watching.”

At this point, you’re probably asking yourself what an anti-war protest has to do with social media marketing but bear with me. Young people in the late sixties were frustrated. The country was in the midst of an unpopular war, kids were being drafted right and left, and two major civil right activists had been assassinated. The youth culture was pissed and they were going to make sure everyone knew it.

Today’s consumers are also frustrated. After decades of poor customer service, they’re more than ready for a change. They want companies to act as if their patronage actually matters as if the business depends on it. When they have questions and complaints, they take to social media — and when they don’t get the response they’re looking for, they let the whole world know.

Social Media’s Impact on Potential Customers

No business would ever give the cold shoulder to a customer who complained in person. However, according to research from Martiz, 70% of customers who deliver their complaints via social media are completely ignored.

When companies fail to interact — or worse, give angry or belligerent responses — potential buyers take notice. A study from Conversocial found that 88% of consumers are less likely to buy from a brand that has unanswered customer complaints on social media.

Angry customers on social media can be an absolute nightmare. They share their experience with their followers, who share it with theirs, who share it with theirs, and within a matter of hours, the company is facing viral fallout. One customer’s social media reach can have an incredibly negative impact on a business’s bottom line.

Social Media & CX

More than anything, customers just want to be heard. Taking the time to listen can go a long way — even if a business can’t ultimately solve the problem. Maritz reports that 83% of complainants who received a reply, liked or loved the fact that the company responded. Simply taking a moment to acknowledge a problem is enough to improve customer experience, and customer experience is where a business’s focus should always be.

According to Market Force, emphasizing the customer experience results in higher satisfaction rates and 2-12 times higher recommendation ratings. Those ratings, in turn, affect customer loyalty and revenue. Utilizing social media correctly can have an incredibly positive effect on customer experience — and even turn happy customers into brand advocates.

In the Know

Handling customers on social media starts with having someone who’s always watching your channels. Depending on the size of your business, assign either a single person or a team the task of responding to customer feedback received on social media. Grant them the authority to reply to all comments, questions, and complaints without having to get permission from a supervisor first.

When they respond to complaints, they need to to do the following: listen closely and take notes, refrain from arguing or making excuses, acknowledge the customer’s concerns, offer steps to resolution, apologize for the inconvenience, and say thank you.

It’s also a good idea to let them offer gift cards or discounts to both dissatisfied and satisfied customers alike. A little bit of surprise and delight can have an amazing impact on customer loyalty.

Failing to interact properly with customers on social media means missed opportunities to connect with those who matter most to your company. Not only can you lose the business of your current customers, you may actually end up destroying any chances you had with potential customers. The most important thing to remember when formulating a response is this:

Continue reading here: What Does ‘Customer Experience Management' Mean To You?

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