Cubaka are very proud to be highly commended in the 'Best Professional Services Content Marketing Strategy / Campaign' at The Drum Social Buzz Awards 2017.
On social media, community management overlaps with customer service like Pret overlaps with lunch.
Like Pret is your go-to lunch spot, social media is where your customers go to talk to you.
And the way you talk back influences the way they feel about your brand.
And the way they feel about your brand? That is everything.
So, how do you give great social media customer service?
1) Holistic listening:
Not every customer with a problem is going to search for your social media account, and then get in touch directly. They are too busy eating lunch. Complaining is a lot of admin. So a lot of people just vent in a tweet then forget it.
But you are practising the art of holistic listening. You carefully pick up every mention of your brand on every platform where your customers are, so you can put things right even when the customer hasn’t directly asked you to.
Tip: Only engage here if you have a quick, easy solution. The venting customer doesn’t want any extra admin to get their problem sorted.
2) Ask questions:
Social posts are short, and contrary to popular opinion there is a limit to what you can express in three emojis.
That’s why complaint tweets can be as hard to unpack as a haiku.
Forget trying to work it all out. Reply with a question:
The great thing about replying with a question is that it makes people feel listened to.
Someone great at customer service once said:
When we complain, we don’t just want things put right. We want to feel listened to.
3) Make it personal:
Most people have their first name in their profile. Simply click on their account to find it, then you can address them as 'Caroline' rather than 'cheezmonster365'.
Similarly, you want to sign off customer service responses with your first name, so you and the customer know who’s talking:
4) Be SASy:
Nobody wants a lengthy excuse about what went wrong.
Just apologise, explain the next action you or the customer must take, then sign off.
Sorry > Action > Sign off
5) The formality dial:
It’s social media. It’s informal. So your response needs to be human and in plain English. Deliver it in your brand’s tone of voice - it can even be funny.
The more serious the message, though, the more formal your response becomes.
6) Don’t be a copy-paste cowboy:
Some complaints drop in regularly (like you drop into Pret). Don’t just copy and paste the same old response every time. Put a twist on things, for your own sanity as well as the public’s.
Copy. Paste. You’re dealt with!
7) Track and check back:
Track each complaint or query, make sure it’s followed through, and check back to see that everything has been resolved. Simple.
Now, go out there and give great customer service.
And get yourself a sandwich, you deserve it.
Sonja Todd is a Copywriter and Community Manager at Cubaka.
Sonja is a digital and marketing freelancer who regularly steps in on copy and community management. She combines creative and technical skills to deliver results.
Simon Rutherford, our managing director and Matthew Searle, one of our community managers, were both interviewed by Laura Stanley for CorpComms Magazine on the importance of the community manager role.
Interviewed alongside other industry experts, Rutherford and Searle explore the changing dynamics of the community manager and discuss how the role has developed to meet the needs of today’s customer. The article analyzes how moderation can now be seen as playing second fiddle to other elements, now that creative writing and use of language have come into play. With Searle explaining how language guidelines enable a brand to have a clear and consistent tone of voice when a customer communicates with any given community manager.
The article goes on to dissect how community managers who may be restricted to 140 characters don’t always appear to be creatively restricted, with many CM’s now leading creative thinking. However, the article also discusses how this open creative approach can be met with reluctancy from clients, who sometimes require a lengthy approval processes. Rutherford examines how this can limit a brand's opportunity to engage with popular culture as he reports on a successful case study for Lidl that wouldn’t have been possible with such red tape.
You can read the full article here.
Rosie Howe is a Junior Creative at Cubaka.
Rosie works across all our brands, helping create social content from the ground up, specialising in conceptualising, illustration and wearing pink boots. Before Cubaka, Rosie conceptualised a national campaign for Cadbury and was interviewed by Grayson Perry for the Guardian.