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BizReport : Social Marketing : April 05, 2016

Expert IDs how brands can better use Facebook, Twitter to connect

Customer service is increasingly driven by where and how consumers want to work with companies to resolve issues. Currently, that space is social because of its self-serve nature. How can brands ensure their social customer service is on point? One expert explains.

by Kristina Knight

Kristina: Facebook and Twitter have expanded their platforms to allow more customer service type interactions. How can brands use this to their advantage?

Scott Horn, CMO, [24]7: Facebook and Twitter have both evolved to make their platforms more customer service friendly. For example, Facebook Messenger is now a standalone app, and the company has incorporated smart chat technology into the platform, enabling brands to do far more than ever before.

Kristina: What about Twitter's decision to eliminate character restrictions in direct messaging?

Scott: When Twitter recently announced its decision to eliminate character limitations in direct messages (DM's), it became a messaging app in its own right. With 140 characters, the most a brand could do was apologize and ask that consumer to contact them some other way. Now, brands can provide more complete and thoughtful resolution to consumer inquiries, and preserve past conversations within a single thread. The real opportunity for Twitter as a customer service channel will lie in the investments the company makes to enable even more complex interactions within DM's, such as proactive updates or product comparisons.

Kristina: What do brands need to keep in mind when using these messaging tools as customer service/connection portals?

Scott: Companies can use [these channels] to proactively send purchase confirmations and notify consumers when an order is on its way. If a consumer has an issue, they can chat with a live support agent - much like they speak to a friend or family member. For brands, the ability to see customer history within a thread makes it easier to deliver efficient, personalized interactions. It's the kind of service that builds relationships between the consumer and the brand, which drives customer retention and loyalty.

Image via Shutterstock

Tags: facebook marketing, social marketing, social marketing tips, twitter marketing, [24]7

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