Thanks to the internet and especially social media, the way business owners communicate with customers is changing rapidly.
For one thing, there are so many ways to get nearly instant feedback from customers, and businesses can respond equally quickly. However, this can spell trouble if the wrong responses are given too hastily, or worse, if no response is given at all. Remember that once someone forms an opinion about your company, it can be very difficult to change it. Here are some ways to avoid disaster.
Don’t try to do everything. One area where companies often fail is trying to be on every social network all the time. If you don’t have time to manage six social network accounts, then don’t – choose maybe two that are performing best for you, and stick to those. No one likes to be ignored, and it’s better to be able to respond consistently to customers on a couple of networks than to have spotty coverage on many networks.
Know the limitations of each network. Most social networking is public by nature, but that doesn’t mean that your responses to customers should always be public. If someone posts a question on your Facebook page and the answer would be better suited to a private email, then it’s important to recognize that before you go putting an answer up in public.
Take your time. Just because social media can be instant doesn’t mean it always should be. If someone makes a comment or asks a question of you, think carefully about your response and whether or not what you’re about to say reflects the values of your business and fits in with your overall strategy. Social media blunders are impossible to take back – once something is out there, it’s out there, so make sure you consider what you’re saying before you say it.
Be consistent. If your brand is known for a fun-loving and laid-back style but then the tone of your social media communications is formal and stuffy, that’s not going to make a lot of sense to your customers. What ever communication tone you’ve set up for your brand, stick with it – it will make for a more comfortable experience for everyone involved.
Honesty is the best policy. If someone calls you out on something and they have a good point, acknowledge it and work with them to come to a resolution. Denying obvious issues just makes you look sketchy and unreliable; being honest and open helps give your customers confidence in your company.
