Every single day, millions of people log onto social media to share stories about the stellar or terrible service a business provided. Word-of-mouth from friends is far more influential than a business’ ads. Companies had to learn quickly that tuning into various online channels is important to making a good impression and to rectifying bad impressions. However, businesses everywhere should avoid these common social media mistakes.
1. Writing Low-Quality Posts and Responses
Once upon a time, social media wasn’t the place for perfect grammar and punctuation. As more and more businesses use online marketing, though, quality content is becoming increasingly important. Not only should your content be error-free, but it should also be personalized when speaking directly to a customer.
2. Never Responding to Negative Comments
Next time E! News or Jimmy Kimmel Live are on, watch them for a few minutes – both shows get ahead of bad social media press by dealing with it head on. While businesses can’t make fun of their online naysayers, they should acknowledge negative feedback in some way.
3. Sending Consumers to Various Channels
If you have Facebook, Twitter and Instagram setup for customer service, that’s where you should provide the service from start to finish. Only once you’ve exhausted the public and private messaging options should you direct them to e-mail or call with their issue.
4. Ignoring Brand Mentions
If you’re signed up for Twitter and Pinterest e-mails, the amount of “Likes,” “Favorites,” new followers, etc. can be overwhelming. It’s practically impossible to respond to every single interaction, but you should make a point to connect with consumers who are mentioning your brand by name.
5. Not Asking for Another Shot
Sometimes a problem just can’t be resolved the way the customer wants it to be. In these cases, ask the customer for another chance and send along a product sample, voucher or coupon. Just make sure to use this tactic sparingly – otherwise, people will fake upset just to score free stuff.
6. Only Resolving Problems Privately
For legal reasons, some customer complaints have to be handled privately. However, if the first contact was public, there’s still a seemingly unresolved negative message out there for everyone to see. Return to the original message and publicly state that you’re happy the issue was able to resolved.