Paolo Gaggero, Senior Account Manager
Social media is just that – it’s social, so it’s hardly surprising that a growing number of consumers, particularly younger people, are using it as their primary means of communicating with brands.
Simply, it’s how a lot of people now prefer to communicate. For example, every 60 seconds on Facebook, 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded.
On Twitter, there are 5,787 tweets every second, or 500 million every day.
But did you know that 42% of customers who complain on social media expect a response within an hour?
Some one in three social media users prefer social media customer care to telephone or email, and an estimated 67% of consumers now use social media networks like Twitter and Facebook to seek resolution for issues.
Indeed, 46% of consumers say they’ve used a social platform to complain about an organisation, according to a recent Sprout Social study, Call-Out Culture: People, Brands & the Social Media Power Struggle.
That’s why it’s so important for companies to have a social media support strategy that can connect with, and respond to, customers across online platforms.
But the trouble is that social media customer care is often neglected because many companies are simply not geared up to dealing with social media enquiries or complaints quickly.
However, the companies that take social seriously are the ones that recognise that social media interaction is not only very public but offers opportunities to build brand value and community.
The downside, according to the Sprout Social report, is that 55% of consumers who complain to organisations via social media do it not because they simply want apologies or solutions but, and it’s a big but, 70% do so because they want to inform other consumers about the problem.
In other words, one person’s complaint can become a very public, and very bad, advertisement.
At SYKES, our starting point is to analyse the social media traffic to a client: what issues are consumers talking about, what expectations do they have and, importantly, how is the company responding.
Our aim to embrace the digital transformation of our industry has led us to focus on social media as a key focus area for our client base, and our Social Media Hub has been developed from operational best practices globally to serve as a blueprint for future social support programs.
This innovative solution supports the ever-growing need for customer service in the digital space, combined with our expertise as a global leader in customer contact management.
The hub provides a strategic, scalable, cost-effective way to listen and create full, meaningful customer service experiences across social networks. It’s a framework that can be tailored to meet every client’s needs.
One last thought. According to a recent report, 76% of consumers were more likely to buy from a brand they felt connected to on social media rather than a competitor.
Getting social media wrong can be an expensive mistake, in more ways than one.