In 2015, a strong community management plan is defined as permission to play in the social media space. Brands that do it aren’t seen as spectacular anymore, and we’re disappointed if a brand falls short and don't meet our expectations when it comes to customer care on sites like Twitter, Facebook, and Instagram. So now the question is not, "How do I provide community management on social media" but rather, "How do I make my brand stand out as customer care on social media?" To take the first step in answering that question, you don’t need to look any further than those three networks. Here are three ways to use Twitter, Instagram, and Facebook to enhance your community management and customer service.
Back in January, Twitter launched a handful of new features to its platform, including the ability for users to Group Direct Message. Few brands have taken advantage of this to bring efficiency to their customer service. Imagine, instead of asking a user to DM you their email address so someone from customer service can get in touch, you were able to start a group DM and solve the customer’s problem in one dialogue with the social media rep (who has the background) along with the customer service team member who can actually solve the problem; all in the customer’s preferred channel of communication.
Arguably one of Instagram’s least utilized features is the Direct Message. It’s been challenging at best to prove the value and ROI of Instagram, especially when the reps at the network tell you it’s all about “brand awareness." But most brands are just scraping the surface of using the platform for real community management outside of likes, comments, and hashtag-stalking. Similar to the above, if a user is reaching out on Instagram with a customer service issue (either they shared an image or left a comment), keep them on the platform where they made first contact with your brand and get into a Instagram DM conversation. You may even want to send a video to add a personal touch.
Facebook announced a major update to their Messenger app at their F8 conference: Facebook Messenger for Business. This feature will enable brands to connect with customers and provide information like order status, tracking details, and order modifications in a real-time chat setting. Their goal is reducing friction between users and brands. Customer will have an easier time asking and answering questions. Expect use-cases like those from launch partners Everlane and Zulily to be the tip of the iceberg for Facebook’s plan with FB Messenger for Business.
Has your brand, or have you seen any brands, make use of these or other interesting customer service tools on social channels? Let us know in the comments!