In the era of social media every one is telling you, assuredly so, that you “have to get on Facebook/Twitter” and whatever else the new ‘fad’ of the week is. I’m not here to say that they aren’t important, I just want you to realize that social media can be potentially harmful to your engagement of customers and how they view you. I’ll use an example that works to prove to you just why social media can be harmful when it isn’t properly harnessed.
When looking for customer services from Rogers, one needn’t look any further than the “message” section of their Facebook page. Have a grievance? One of their trained support workers will answer you (usually within minutes). This level of engagement is so personal, so quick, and so easy, that customers will surely remember it. Now, what if Rogers isn’t paying attention to their Facebook? This would mean that customers with real problems may be irritated, or, eventually lost. The same problem arises if Rogers is sometimes supportive and helpful and other times like a ghost.
Social media must be consistent.
It is not just about being there it is about being accessible, sharing and engaging, and not simply being a “landing page” or a soap box for ad promotions. The following are examples of what not to do on social media, or sins.
- Not having a presence: you can’t be a part of the conversation if you never show up to the party! Make sure you’re on social media and have a clear and concise message. Who are you? What do you do?
- Having an account you never use: businesses change, your phone number or email may be different. Customers could be trying to reach you.
- Not giving the same service to individual customers: You answered 10 people and then went to get coffee and never got back to the other 6? You may think they’ll never know the difference but people talk. If you’re a local business people may be discussing you with your friends. Never assume that a customer’s influence doesn’t matter. Would you ignore customers in your store after you helped the others in-front of them?
- Having an un-professional page/influence: Your dog is cute, yes. But, people who are shopping at your hardware store are probably more interested in your services. Try to speak professionally, spell properly, and engage without the use of profanity. All that stuff is okay on your personal feed (providing it’s set to private) but your business shouldn’t say anything you wouldn’t tell a customer face to face.
For help with Social Media you can check out my range of services.