Social media plays a crucial role in the relationships created between brand and customer. Like any relationship there are ups and downs. Unfortunately for brands when the “downs” happen, it is usually in the form of biting customer reviews or criticism. Social customer service was developed for brands and customers to connect on a number of issues related to products, inquiries, leading trends, or even just for customers to express gratitude over a satisfying experience. Brands are being recognized for successful engagements with customers and more so their ability to increase brand awareness through brand advocates. The overarching message to brands is that social customer service is here and it’s time to get on board and start listening to online conversations to get a better pulse on what your customers truly value in their brand experience.
In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we look at how brands are integrating social customer service in their everyday social business practices. We will also look at how some brands are inadequately prepared to take on the responsibility. In our discussion we will discover engagement factors that come from social customer service and offer helpful tips on how brands can better meet their customers’ needs online.