Meet social customer service demand with custom content

Published on
by Brafton Editorial
Branded content can help minimize customer care concerns on social platforms like Facebook.

Social media is an ever-changing resource for marketers. Currently, Facebook is third on Nielsen’s Top 10 Global Web Parent Companies for Home and Work list, with a unique audience of over 328 million and an active reach of 72.6 percent. This social hub attracts a wide consumer base who entertain themselves, share content and engage with the brands they purchase products or services from on a regular basis. It’s no wonder that a high portion of people expect customer service on social media.

A recent study by NM Incite shows 47 percent of internet users want customer service through sites like Facebook and Twitter. The report notes that active social site members aren’t just looking to talk with their friends anymore, but have specific shopping objectives in mind. The 2012 NM Incite Social Care Survey analyzed the preferences of social network users, and the data found 30 percent of people prefer client service via social media over other options like dealing with concerns over the phone. What’s more, one in 10 survey respondents stated they use social media for customer service daily.

Social CareBusinesses have opportunities to improve customer care through sites like Facebook, but a joint report from SAP and Social Media Today, as reported by eMarketer, shows very few organizations handle many concerns via social sites. The report discovered that 71.2 percent of companies worldwide provide customer care through social media, but 41.2 percent of the total said they dealt with about 5 percent of support issues through the channels. The most popular site for social service was Facebook, which ranked as the most effective option by 42.5 percent.

Providing client support through sites like Facebook requires more than active monitoring of public posts. Marketers must craft content marketing strategies that include articles dealing with frequently asked questions and various other potential customer concerns. When a company publishes branded content that covers specific issues before customers have to ask, customer service personnel can minimize concerns before they become a much bigger deal.

Custom content supports the purchase process best when it’s tailored to meet the increasing demands of the online consumer population. It’s important for marketers to remember blog content is written for the buyer, not the search engine, and putting the reader first will naturally yield website content that fuels client needs on social.

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