Customer Service + Social Media

According to Zendesk, 62% of consumers have used social media for customer service issues. And if you don't use social media for customer service, news flash: consumers will do it anyway. And when customers take to Twitter, Facebook and the like with an issue, they expect a response immediately. 

Set Up a Crisis Response Plan

1. Determine what constitutes a crisis for your company. For some, a crisis may be a customer cancelling -- for others, that's already part of their everyday social media monitoring. Think about the negative instances specific to your business for which you don't already have a plan in place to handle on social media.
2. Assign team members (and back-ups) to be responsible for each instance. For example, you may have determined your company has 3 potential types of crisis: customer cancellations, website problems, and negative reviews. You might send negative reviews and customer cancellation mentions to customer service, while website problems go to IT. Tell whoever monitors your social media to triage problems that come in and send them to the point person, in order of priority.
3. In the event that complex situations arise, you may want to draft a holding statement. A holding statement is something you can put up on your website or blog that lets your audience know you're working on a large-scale issue and will update them when you have more information. The best holding statements will let your audience know when they can expect the next update -- for example, "each hour" or "by 3:00 PM EST", and where they can go for more information -- like your Twitter account.

If you don't have an answer for someone immediately or need more information from the sender, respond right away to say you'd like to help and want to get in touch via phone or email -- always move complex complaints to more appropriate communications channels. Put yourself in your customers shoes. In the event of a crisis, what information would you need to trust that the situation is being handled well? How often would you want to hear from the company? Often it's not lack of answers, but lack of communication that can turn a crisis from bad to worse.

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