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Elevate Your Social Service and Support

May 1, 2019 by Chris Crocker

Replying to Facebook comments and tweets can be intimidating. You never know how the person on the other end is going to react, and no small business owner wants to attract negative attention.

When a customer posts a complaint or comments about your business on social media, doing nothing is usually the worst of all possible responses. All audiences expect a certain level of social service and support, so your business must be responsive.

Here are a couple of ways to up your social service and support.

Respond quickly to complaints

If a customer leaves a rude, angry complaint on your social media, your first response is probably to ignore it or even delete it if possible. That’s a horrible choice for many reasons. You could provoke the individual to post a whole series of complaints.

Furthermore, your audience will see you responding in an outdated way.

Instead, consider replying to the comment in a calm, helpful manner. Many small business owners will simply use a template response that accomplishes three things:

  1. If appropriate, politely corrects any inaccuracies in the complaint.
  2. Apologizes for the customer’s dissatisfaction.
  3. Offers to privately discuss a solution.

Of course, some comments go beyond rude and angry to become objectively unacceptable. For most small business owners, this would include racist or otherwise prejudiced comments, threats of violence, and other extreme reactions. In these cases, you may not want to respond directly, but you still need a consistent approach.

Publish and follow social media community rules

When it comes to offensive comments, your audience is less likely to judge you negatively for blocking an individual if they are aware of your social media community rules.

These rules should be published on your profile, clear for everyone to see.

Describe how you want your social media community to behave. It doesn’t have to be long. For example, many small businesses will use a short disclaimer, such as: “This is a respectful community that provides a positive and engaging environment for users. We do not tolerate and will remove comments that promote illegal activity or are vulgar, hateful, or prejudiced.”

In addition to your public social media community rules, you should also set some private social service and support standards for yourself.

One of the most important rules to remember is to commit to a time frame for responding. This can be different for each social media profile. For example, when a current or potential customer sends you a question using Facebook Messenger, they get a little automated message telling them how long it usually takes you to respond. It looks bad if that’s more than a few hours, so you should commit to responding much more quickly there than on, say, Twitter.

Social service and support becomes easier the more you do it. Any nervousness you feel when just starting out quickly fades, and you find ways to manage the time demands as part of your daily routine. This is especially true once you start to see the benefits of a respectful, engaged social media audience.

Iconic Group helps business owners grow and manage their social media audience. For more information, please give us a call.

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