Social media is no longer optional for businesses wishing to grow and compete in their industry. A survey published by eMarketer last October found that 88 percent of companies with 100-plus employees currently utilize social media for marketing purposes. Despite 52 percent of companies saying it’s nearly impossible to measure ROI on social media marketing, a majority will increase spending on mediums in 2015, according to a study by Gigaom.
Instead of measuring returns by profits, companies are utilizing social media to enhance the overall customer experience. A good customer experience means positive word-of-mouth advertising and retention of brand loyalists. The 2011 Customer Experience Impact Report by RightNow Technologies found that 86 percent of customers were willing to pay more for similar products to a company that provides exceptional customer service.
Social media is a very public forum, so both positive and negative customer experiences voiced online can impact your bottom line. The following companies have provided blueprints on how to effectively use social media to improve customer relations.
JetBlue Rapid Response
Twitter and Facebook provide customers a real-time way to complain about your product or service in front of a large audience. Airlines are particularly vulnerable to online venting since flight delays are a common occurrence. Social media gives companies the opportunity to show they care.
JetBlue passenger Jennifer Kennedy tweeted her frustration about a 40 minute flight delay with no updates being given on January 14. A few minutes later, the company responded directly to her, offering both empathy and an update on the flight. Kennedy responded with appreciation for the fast response, along with her flight number. The plane was in the air a few minutes later.
The most impressive part of this exchange was the fact Kennedy’s original message was not addressed directly to @JetBlue. The airline’s social media administrators obviously follow all activity on Twitter mentioning its name. JetBlue ultimately retained a customer and showed others how the company does its best to address all concerns.
Facebook user and Lifelock customer Mindy Lacey allegedly had a payday loan approved in her name that she never applied for. She posted her frustrations on Lifelock’s Facebook timeline, telling the company she should be canceling her account.
Despite the post being published after midnight, a company representative responded within an hour. They apologized for the inconvenience and reminded the customer of their $1 Million Total Service Guarantee which covers these types of instances. The response concluded with another apology and the company’s toll free number so the customer could call and start the process of remedying the issue.
Granted there are a lot of people who complain just to complain. But LifeLock makes it point to address these matters publicly. A Twitter user posted a complaint about someone stealing his identity. Once again, LifeLock quickly apologized and offered the 24 hour customer service number. These instances may seem trivial on the surface. But the footprint left behind for others to see makes it worth the trouble.
Though rarely mentioned in the same breathe as Twitter and Facebook, Pinterest is actually the second-most powerful social network available. Pinterest directs more traffic to company websites than Twitter, Reddit, LinkedIn and Google Plus combined, according to a 2013 analysis by social plugin developer Shareaholic.
Pinterest provides a platform for companies to convey a friendly and fun public image. Taco Bell pins photos of corporate ugly sweater days, jalapeno eating contests and in-store birthday parties for employees. UGallery, an online art exhibit, uses Pinterest to feature individual client’s work. Girl Scouts of America pin pictures of community service projects, including their members making care packages for homeless people and children suffering from cancer.
Regular engagement on social media gives companies instant feedback and opportunities to provide good customer experiences. The returns will ultimately be in the form of better loyalty and higher retention rates.