Why You Need To Take Social Customer Support More Seriously

Community Managers have it the worst – they’re underpaid, untrained new graduates that are dealing with an entire Internet full of trolls. So you think great, glad someone’s taking care of it, and for a nice, low price. Perfect! But there’s actually way more to it than you might think…

You need to be timely

With Facebook Messenger and WhatsApp handle 60 billion messages a day, and 78 percent of people who complain to a brand via Twitter expecting a response within an hour, you need to make sure your community manager is checking in consistently and responding immediately.

I’ve recently experienced a lot of consumers following-up on ignored comments and messages because a community manager has taken too long to reply. This is not only upsetting to those consumers, but the general public that aren’t commenting end up feeling like there’s no point in leaving feedback after witnessing how others are being treated.

So it’s not just about being present and responding anymore – and it’s not a case-by-case situation either. Whatever you do to one person translates to everyone. It’s a big deal if just one person is ignored – and you better hope that person isn’t influential in a niche audience with a trendy blog.

You need to offer solutions, and deliver them

It’s one thing to get someone auto-responding saying “thanks for your query, we’ll get back to you shortly” but after a message like that people are expecting a follow-up. In my experience there are countless moments when someone is promised a follow-up conversation and it never happens. This angers people because now they feel tricked, and you’re worse off than if you just ignored them completely.

You need a communication strategy

Contracting our community management to a third party might sound like a good idea – you’re not dealing with responding to every comment that you receive every minute of the day. But a lot of the comments and messages will require your input; from deciding to send out a formal apology or to delete and ban, these are all decisions that you as the business will have to make.

That’s why I always recommend helping to create a guideline and process for community management, so that a business can facilitate this in-house with a formal document outlining the do’s and don’ts.

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