A report from Oracle found that customers and prospects have increasingly broad expectations for businesses’ social media marketing campaigns. One such demand is easy access to customer service. The study found that 46 percent of respondents believe companies should offer customer service through their Facebook account given the popularity of the platform, and the frequency with which content is shared on it.
A customized support forum is equally valuable, as users said they enjoy this form of user-generated content to determine their problems quickly. Twenty-seven percent of respondents provided this answer, which made it the third most popular response. An additional 17 percent said they would like companies they work with to use Twitter for customer service.
LinkedIn, Google+ and other social platforms failed to generate much response for users looking for customer service.
One interesting entry was a company blog, which 29 percent of companies said was their preferred method of being served. Using this form of content marketing to create articles and blog posts that discuss the frequently cited issues customers have can help a company add more depth and value to their website. Moreover, prospects are likely to return to the site frequently to access the relevant content.
With both social and website content in mind, many marketers struggle to generate enough content for their audience or to achieve their desired goals. Brafton recently reported that marketers throughout countless industries are feeling this issue, with 73 percent citing the creation of enough content as their biggest issue.