Social customer service is free PR
Claire Celsi is the Director of Public Relations at Spindustry Digital in Des Moines, Iowa.
Recently, I had an unpleasant and rude experience with a couple of grocery store employees. I've shopped there hundreds of times and know what their normal service looks and feels like. So I'm an expert on how the wayward interactions should have gone.
For a "social" customer like me, the next step is to complain. Not by writing a letter or calling, but by posting my thoughts on their corporate Facebook page. Which is exactly what I did.
Consumers are changing the ways they interact with companies. My dad would have sat down at his desk and written a letter to the store manager. My mom would have probably called. Some people would just tell everyone they know what happened, without telling the store manager at all. I chose to air my complaint with the store AND my friends.
This type of complaint can turn into a disaster or an opportunity for the company receiving the complaint.
What good can come out of social media complaints? How can a company embrace the fact that people use public social networks to air their grievances? Here are some steps the company can take to turn a sour experience into a PR win.
- Have someone monitoring your social channels during business hours - and checking in at least every 12 hours on weekends.
- Have a plan in place to react immediately. Here's a formula:
- Acknowledge the complaint and promise to investigate
- Take the complaint "offline" if the person continues to complain loudly on the social network, but follow up publicly if possible.
- Offer to remedy the complaint immediately if it is feasible to do so
- Apologize if there has been a breach in normal service levels
- Ask the person what would make it right
- Follow up. Make it right.
When someone complains about your business online, you have a crisis on your hands. But you also have an opportunity. If you're not ready to answer social media questions and complaints, then you're not ready to be using social media. How can you prepare?
- Monitor: Make sure you have all your social channels covered by staff.
- Training: Teach your employees how to spot trouble and empower them to respond.
- Have a plan and follow it.
It's a reality. People use public social networks to comment and complain about your business. Consider yourself lucky when they do it on YOUR social channels. They could use other means (like blogs or Yelp) and destroy your reputation. When they complain on Facebook and Twitter, at least you can learn about it and respond. Take my advice: do your best to respond. Deescalating the complaint and resolving it as soon as possible is your best bet. And THAT is good PR.