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How important is engaging customer service in social media?
How important is engaging customer service for a start up company that is an informational resource not selling a tangible product?
This question was asked during Paul Dunay's presentation, "How Social Media is Changing the Face of Customer Service" during the Focus Interactive Summit: Capitalizing on Social Media.
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4 Answers
Engagement is key in social media customer service. Some companies that have done a wonderful job from the start are Zappos, Jetblue, and surprisingly Comcast. I think that Comcast is one of the best examples of a company that has used social media to boost its customer service reputation. In the past Comcast had been bashed for not showing up on time, not fixing the problem, or simply not answering the phone when people had problems but since the launch of their twitter account people have been praising their quick reaction to problems. Granted they still have many service issues to deal with but by engaging customers through social media they have changed the general perception of their services and even had some very positive stories written about how they are trying to please their customers.
Hello Lauren,
I think it is extremely important to engage customers in a social media setting. The advantages of it are terrific:
1)Displays your care for the customer as an individual.
2)Displays your level of expertise.
3)Creates an interactive setting where other would be customers can relate and then possibly do business with you.
4)Allows customers and business associates the opportunity to know that your business is a hands-on business that caters to its clients.
5)The marketing aspect of it as visual and perhaps due to a favorable interaction, the spread of the word of mouth.
Best,
Junior Sanchez {LION}
Chief Executive Officer
RIFT SUCCESS
I agree with Paul about customer engagement through Twitter. I think Twitter is practical in Customer Support operations because its cheap, easy to use and has ubiquitous presence. Thats why it makes sense to engage your customers on Twitter regardless if you are a startup or a F500 company.
The only problem is how to do it in a coordinated manner - especially if your Customer support team is big. Coming up with a good simple Twitter policy is key to minimizing redundancy. Also use of automation tools further eliminate laborious work on Twitter.
I think Josh Bernoff and Ted Schadler put it best in their new book "Empowered" (reviewed here: http://blog.eloqua.com/empowered-book-review/): "When customers are empowered, customer support is marketing." Engagement has always been the lifeblood of customer service, and now it's also vital to marketing, as well.
Joe Chernov / @jchernov
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