It’s common sense to track mentions of your brand and products through your username and product names. Have you ever thought to track misspellings and other mistakes? If you don’t, you may miss out on valuable customer service opportunities, or people saying great things about what you offer.
Be sure to track the hashtag version of any Twitter and Instagram accounts you own, including top executives’ names. For example, #MarkCuban is a common hashtag for the people discussing the Dallas Mavericks, as he’s the owner.
One Instagram user, a children’s librarian whose quirky style has earned her over 17.2K followers, used the hashtag #modcloth instead of tagging the company’s official Instagram profile, @modcloth. In one post, her followers fell in love with her green dress and asked her where they could buy it. This is a valuable opportunity for ModCloth, a popular inexpensive clothing retailer, to thank the user for her post, then direct the commenters to the page where they can buy the garment or find something similar.
Besides random hashtag use, be sure to track misspellings of your brand and products as well. ModCloth also needs to track the results of “Modclothe” which is a common misspelling, and “Mod Cloth.” There are plenty of opportunities for the ModCloth team to engage with customers on Twitter, Instagram, and Facebook, and they have to be on top of the variations in how their audience addresses them. To come up with hashtags and misspellings, brainstorm options with your team in a shared Google Doc, or look at the customer service archives or Google AdWords data to see if there are any common misspellings.
Have a Team Around The Clock or Receive Alerts
The best social media teams work in shifts so social media is managed 24/7, even on holidays. If your organization isn’t to that level yet, consider setting up alerts on employee phones (or your phone, if you’re the sole manager) to get notifications for mentions on Facebook, Twitter, and Instagram. The Facebook pages app is great for handling these, as well as for managing posts. While push notifications aren’t the most peaceful option, many entrepreneurs or social media managers find that they sleep better at night knowing their apps will ping them if there are any fires to handle.
But if this isn’t an option or you want something more scheduled, set multiple, recurring daily reminders to check your social media mentions and customer messages. Many customers won’t mind an answer within four to eight hours, depending on the request. However, this obviously isn’t true for a company like Southwest Airlines: People use social media to ask about flights or luggage. Make sure you choose the best option for your business.
How to Manage the 24/7 Nature of Social Media Customer Service
- Options for small- and medium-sized businesses
- Work in shifts so social media is monitored at all times, even on holidays
- Set up alerts on smartphones to get for mentions on your most active sites
- Set recurring daily reminders to check your social media mentions and customer messages
- For larger companies, or companies handling more than 50 requests per day,
- Formalize your social media customer service strategy
- Hire a dedicated team
- Have a dedicated Twitter account just for customer service help
- Include your support information in your Twitter bio
- On your website support page, show every customer service support method, including on social media