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Twitter Chat: How Social Customer Care Can Be Your Best Marketing Tool - Transcript & Summary

Twitter Chat: How Social Customer Care Can Be Your Best Marketing Tool - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 11th April 2017.

Madalyn Sklar hosted a Twitter Chat with Dan Gingiss around the topic of “How Social Customer Care Can Be Your Best Marketing Tool”

Details of our next Twitter Chat:

Topic: Optimizing Instagram for Business
Guest: Sue B Zimmerman – Instagram Expert
Date & Time: Tuesday, 18th April 2017, 6.00pm EDT
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Dan Gingiss.

Questions

  1. How does customer service fit into social media marketing and which platforms are best suited for it?
  2. In your opinion, what 3 things make up an exceptional customer experience on social?
  3. How can customer care impact ROI?
  4. Which businesses are successfully using social customer care as a marketing tool? What are they doing well?
  5. Response times are crucial. Talk us through what the average response time looks like vs. customer expectations.
  6. Is it better to settle disputes and complaints publicly or privately? Why?
  7. Describe one of the best customer experiences you’ve ever had. What made it memorable?
  8. Where is social media customer service going in 2017? Will Messaging apps play a big role in the future of CX?

Q1) How does customer service fit into social media marketing and which platforms are best suited for it? #SocialROI pic.twitter.com/TzWRBfmrJz
— ManageFlitter (@ManageFlitter) April 11, 2017

Guest Answers

A1) Marketing and Customer Service should go hand in hand for social media strategy, because the former attracts the latter. #SocialROI https://t.co/K5hM9VatMo
— Dan Gingiss (@dgingiss) April 11, 2017

A1b) The more marketing we do on social media, the more customer service inquiries we attract from our audience. #SocialROI https://t.co/K5hM9VatMo
— Dan Gingiss (@dgingiss) April 11, 2017

A1c) Twitter and Facebook are by far the two largest platforms for social customer care, but messaging apps are catching up. #SocialROI https://t.co/K5hM9VatMo
— Dan Gingiss (@dgingiss) April 11, 2017

Other Answers

A1: I think Messenger platforms will threaten Twitter support, with the rise of the Bots…. #socialroi
— Tim @ Stoneham Press (@StonehamPress) April 11, 2017

@ManageFlitter @dgingiss A1: As of right now, wherever you have a presence should be monitored, but FB messenger and Twitter DM added great CS additions #socialroi
— Jeff Higgins (@ItsJeffHiggins) April 11, 2017

@ManageFlitter @dgingiss A1: helps promote easy accessibility, less formality, more personal interaction. Twitter/FB are the best I have seen. #socialroi
— Dave Zoradi (@davezoradi) April 11, 2017

A1. I see the customer service happening the most on Twitter and on actual company websites #socialroi
— Alesia Hendley (@thesmoothfactor) April 11, 2017

A1 Any SM platform can be tailored to serve as a listening & #custserv channel for your biz. It’s about HOW consistent you use it #SocialROI
— Zala Bricelj (@ZalkaB) April 11, 2017

@ManageFlitter @dgingiss A:1 customer service is not just about managing bad stuff. it’s also sharing good. go to where your customers share. #socialroi
— Erin Roy (@Harvest_Agency) April 11, 2017

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Q2) In your opinion, what 3 things make up an exceptional customer experience on social? #SocialROI pic.twitter.com/3OYrKfKNqe
— ManageFlitter (@ManageFlitter) April 11, 2017

Guest Answers

A2) Responsiveness, personalized engagement, and empathy. #SocialROI https://t.co/na0Pz1cBvy
— Dan Gingiss (@dgingiss) April 11, 2017

A2) My answer would be the same for any customer experience, not just in social media. Responsiveness, personalization, empathy. #SocialROI https://t.co/na0Pz1cBvy
— Dan Gingiss (@dgingiss) April 11, 2017

Other Answers

@ManageFlitter A2) A timely response; A knowledgeable response and someone who can actually DO something…. #socialroi
— Tim @ Stoneham Press (@StonehamPress) April 11, 2017

A2 Customer experience on social is enhanced by rapid and accurate replies with follow-up. #SocialROI
— Jim Katzaman (@JKatzaman) April 11, 2017

A2: Speed of response, pleasant interaction, and expedient resolution. Number four is ALWAYS follow up! #SocialROI https://t.co/0dzBi2MNsJ
— Jeff Higgins (@ItsJeffHiggins) April 11, 2017

A2: #SocialROI
1 – Engaging with INDIVIDUALS
2 – Sharing their content
3 – Responding to complaints
— JMatt (@JMattMke) April 11, 2017

A2:
︎ Timely response
︎ Listening
︎ Being empathetic
Showing that my issue matters is important too. #SocialROI pic.twitter.com/HAAzBFlPQJ
— Jennifer Bulandr (@JenniferBulandr) April 11, 2017

A2. 1. Acknowledgment of an issue or question (own).2. Empathy for the situation (genuine) 3. Resolution of the issue (public) #SocialROI pic.twitter.com/ziQBHBVYfZ
— Eloquent Content (@eloquentcontent) April 11, 2017

A2 Exceptional #custserv? A) Give me a chance to be heard B) Don’t ignore me or use corpo lingo C) Be proactive, reach out to me #SocialROI
— Zala Bricelj (@ZalkaB) April 11, 2017

A2. Empathy with your customer’s scenario, an understanding of their circumstances and a willingness to improve their situation. #SocialROI https://t.co/0W66rcloh3
— Social Mentor UK (@SocialMentorUK) April 11, 2017

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Q3) How can customer care impact ROI? #SocialROI pic.twitter.com/0wx4wnhCN7
— ManageFlitter (@ManageFlitter) April 11, 2017

Guest Answers

A3) First, handling customer service inquiries on social media is usually much cheaper than on the phone. #SocialROI https://t.co/g4wSOkDkdc
— Dan Gingiss (@dgingiss) April 11, 2017

A3b) Also, social customer service can lead to increased revenue and customer satisfaction, per Twitter: https://t.co/FdHZEVY7UO #SocialROI https://t.co/g4wSOkDkdc
— Dan Gingiss (@dgingiss) April 11, 2017

A3c) Customer service also helps w/traditional social “vanity” metrics such as likes, shares, etc. especially after a resolution. #SocialROI https://t.co/g4wSOkDkdc
— Dan Gingiss (@dgingiss) April 11, 2017

Other Answers

A3: Poor customer service erodes trust in the brand, which has a direct effect on ROI. People want to support brands they trust. #SocialROI
— Mallie Rust (@malliefe2o3) April 11, 2017

A3 what’s the cost of all your customers leaving you? #SocialROI https://t.co/hBQhRkgBln
— LUCYrk (@LUCYrk78) April 11, 2017

@ManageFlitter @dgingiss A3: Good SM Support primarily lead to more brand loyalty. This can result in higher customer retention / return buyers. #socialroi
— Dave Zoradi (@davezoradi) April 11, 2017

A3 it leaves a great or sour taste in the customers mouth. Remember they will tell 15 people via word of mouth #SocialROI https://t.co/AT246HVqwh
— Jade Alberts Consult (@Jade_A_Consult) April 11, 2017

A3: Simple, if you INVEST in your customer care, your customers will INVEST back into you! @ManageFlitter @dgingiss #SocialROI
— JMatt (@JMattMke) April 11, 2017

A3. If good customer care isn’t provided, there won’t be as many customers to support which will directly affect ROI #SocialROI pic.twitter.com/YCpA9QLEvU
— Eloquent Content (@eloquentcontent) April 11, 2017

A3. When we purchase a product, we are actually purchasing an experience.
Quality customer care is crucial to that experience. #SocialROI
— Ai Zhang (@aiaddysonzhang) April 11, 2017

A3: Depending on how a situation was handled the customer is either satisfied or not & if not there’s no urge for them to return #socialroi
— Jasmine Meredith (@JJAdultJJ) April 11, 2017

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Q4) Which businesses are successfully using social customer care as a marketing tool? What are they doing well? #SocialROI pic.twitter.com/nbkMyuMio1
— ManageFlitter (@ManageFlitter) April 11, 2017

Guest Answers

A4) @Spotify does an amazing job in social media by using their product (a music playlist) in customer service responses. #SocialROI https://t.co/rf7fdd190b
— Dan Gingiss (@dgingiss) April 11, 2017

A4b) @OtterBox used customer feedback in social to develop a waterproof case for people taking their phones into the shower! #SocialROI https://t.co/rf7fdd190b
— Dan Gingiss (@dgingiss) April 11, 2017

A4c) @Delta ran a great marketing campaign promising “No Tweet Unanswered”: https://t.co/A8b2YBvRsH #SocialROI https://t.co/rf7fdd190b
— Dan Gingiss (@dgingiss) April 11, 2017

A4) Any brand that has successfully converted a public detractor into an advocate knows how customer service can become marketing #SocialROI https://t.co/rf7fdd190b
— Dan Gingiss (@dgingiss) April 11, 2017

Other Answers

A4. I love how responsive & engaging @buffer @hootsuite @Applebees @Starbucks are. #SocialROI
— Ai Zhang (@aiaddysonzhang) April 11, 2017

A4: Probably an obvious answer, but @Wendys. They engage SO authentically with the people who tweet at them! #SocialROI
— Mallie Rust (@malliefe2o3) April 11, 2017

A4: I’m a big fan of @AmericanAir @balibrary @IBM #SocialROI
— Jennifer Bulandr (@JenniferBulandr) April 11, 2017

@ManageFlitter @dgingiss A4. @Applebees, @Cinnabon @BlueJeansNet are doing well with customer care on social media. @united stinks at customer service #socialroi
— Cheval John (@chevd80) April 11, 2017

A4 @Zendesk had an issue recently and their handling of customer support plus updates was great. They got back to everyone. #socialroi
— Jo (@toreen) April 11, 2017

A4.2: I should also probably give a shout out to @JambaJuice‘s twitter presence, they are also very responsive! #SocialROI
— JMatt (@JMattMke) April 11, 2017

@ManageFlitter @dgingiss A4: I think @Zappos is the established lead. #SocialROI pic.twitter.com/xpshaphsHG
— Chris Santiago (@Chris_Santiago_) April 11, 2017

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Q5) Response times are crucial. Talk us through what the average response time looks like vs. customer expectations. #SocialROI pic.twitter.com/2yqMj79z1x
— ManageFlitter (@ManageFlitter) April 11, 2017

Guest Answers

A5) @jaybaer‘s research found 42% of social media complainers expect a response within 1 hour, but avg. brand response is 5 hrs #SocialROI https://t.co/jSDWHz5R2u
— Dan Gingiss (@dgingiss) April 11, 2017

A5b) Twitter also found 8X revenue potential for airlines responding in 6 minutes vs. those taking 67 min https://t.co/hjQTtAHrGT #SocialROI https://t.co/jSDWHz5R2u
— Dan Gingiss (@dgingiss) April 11, 2017

A5) Generally speaking, about 15 minutes is considered best-in-class, with the airlines often significantly less than that. #SocialROI https://t.co/jSDWHz5R2u
— Dan Gingiss (@dgingiss) April 11, 2017

Other Answers

A6: I think a reasonable response time is 24 hours, but responding PERIOD is the most important point here. #socialroi https://t.co/646g1yeY43
— Evan Schmitt (@evanschmitt) April 11, 2017

A5 Customers expect instant gratification. Respond as soon as possible, not necessarily with answer, but assurance it’s in works. #SocialROI
— Jim Katzaman (@JKatzaman) April 11, 2017

A5: The younger you are, the more instant gratification you require. If it’s biz hours, I expect within the hour… #SocialROI
— JMatt (@JMattMke) April 11, 2017

A5.2: If it’s outside of biz hours or your a smaller biz, I expect first thing at the start of the next biz hours. #SocialROI
— JMatt (@JMattMke) April 11, 2017

A5.3: If I complained a month ago and you’re just getting around to responding now, don’t even bother. #SocialROI
— JMatt (@JMattMke) April 11, 2017

A5: As a one person SM team, I may not reply in an hour, BUT I do check way beyond 9-5, and always on the weekend. #SocialROI pic.twitter.com/m8a0bVpxUs
— Jennifer Bulandr (@JenniferBulandr) April 11, 2017

@ManageFlitter @dgingiss A5: Same-day response is optimal (unless away) shorter time if emergency. FB ranks our pages by how quickly we respond. #SocialROI
— Jeremy Murphy (@jeremypmurphy) April 11, 2017

@dgingiss A5. I think we will see the acceptable response time statically change as more chat bots come on line. #socialroi
— Sarah Stahl (@Mrsdstahl) April 11, 2017

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Q6) Is it better to settle disputes and complaints publicly or privately? Why? #SocialROI pic.twitter.com/3TZaibMzjx
— ManageFlitter (@ManageFlitter) April 11, 2017

Guest Answers

A6) Always repsond first publicly to let the customer (and any onlookers) know that you care and are working on the issue. #SocialROI https://t.co/f3zLmKeJI9
— Dan Gingiss (@dgingiss) April 11, 2017

A6b) Some issues – especially those in regulated industries that pertain to private information – must be moved to DM or offline. #SocialROI https://t.co/f3zLmKeJI9
— Dan Gingiss (@dgingiss) April 11, 2017

A6c) I always recommend to handle as much of the issue publicly as possible so others can see your great customer service! #SocialROI https://t.co/f3zLmJX8jz
— Dan Gingiss (@dgingiss) April 11, 2017

Other Answers

A6: I like to acknowledge publicly, but then move privately. #SocialROI
— Jennifer Bulandr (@JenniferBulandr) April 11, 2017

@ManageFlitter @dgingiss A6: Privately if possible unless it’s already out in public. Then we must resolve publicly. Minimize negative risk. #SocialROI
— Jeremy Murphy (@jeremypmurphy) April 11, 2017

A6: You should at the very minimum, address complaints publicly to show other customers that you don’t ignore negativity. #SocialROI
— JMatt (@JMattMke) April 11, 2017

A6: Start public, then move to private when the details of the discussion requires greater privacy to protect the customer! #SocialROI
— Mallie Rust (@malliefe2o3) April 11, 2017

A6. This could go either way depending on the tone of the interaction. Publicly can solve more than one issue. #UseGoodJudgment #SocialROI pic.twitter.com/eOAjCyoRVe
— Eloquent Content (@eloquentcontent) April 11, 2017

@ManageFlitter @dgingiss A6) Settling publicly can be beneficial to other customers investigating a similar problem. Treat it as a forum of sorts. #SocialROI
— Kate Frappell (@katefrappell) April 11, 2017

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Q7) Describe one of the best customer experiences you’ve ever had. What made it memorable? #SocialROI pic.twitter.com/JjnCwltbWt
— ManageFlitter (@ManageFlitter) April 11, 2017

Guest Answers

A7) My car dealership reads my plates as I drive in and then welcomes me personally on the TV screen when I arrive –>Cool! #SocialROI https://t.co/HOAjrjD06f
— Dan Gingiss (@dgingiss) April 11, 2017

A7) A @Starbucks barista realized my normal order didn’t work on the mobile app but recognized me and made it right every time. #SocialROI https://t.co/HOAjrjD06f
— Dan Gingiss (@dgingiss) April 11, 2017

A7) The Wizarding World of Harry Potter at @UniversalORL is a study in customer experience. Every detail is perfect! #SocialROI https://t.co/HOAjrjD06f
— Dan Gingiss (@dgingiss) April 11, 2017

Other Answers

A7: @marcbulandr had an issue with @Gogo that was handled so incredibly well, I took notes for myself on best practices! #socialroi
— Jennifer Bulandr (@JenniferBulandr) April 11, 2017

A7: Can we take a moment to acknowledge the strides Apple has made with their in-store experience?? It’s so efficient now! #socialroi
— JMatt (@JMattMke) April 11, 2017

@ManageFlitter @dgingiss A7. I was recently at #houstonautoshow and the best customer service there were from representatives of @LandRover #socialroi
— Cheval John (@chevd80) April 11, 2017

A7: I love shopping @Nordstrom. Their services are a huge value ad for… less wealthy shoppers like myself. #SocialROI
— Mallie Rust (@malliefe2o3) April 11, 2017

@ManageFlitter @dgingiss A7: Buying our last two Honda CR-Vs from our local @Honda dealer. Top-notch treatment, negotiation, understanding. #SocialROI
— Jeremy Murphy (@jeremypmurphy) April 11, 2017

A7: I recently tweeted @SouthwestAir. Had a great exchange of tweets. They DM a code for free wifi for my flight. That was cool! #SocialROI
— Madalyn Sklar (@MadalynSklar) April 11, 2017

A7. My best #custserv experience(s) as of late have been with @Applebees of course! Always great service both on and offline #SocialROI pic.twitter.com/V0cybkrLus
— Eloquent Content (@eloquentcontent) April 11, 2017

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Q8) Where is social media customer service going in 2017? Will Messaging apps play a big role in the future of CX? #SocialROI pic.twitter.com/OpiUDckpAU
— ManageFlitter (@ManageFlitter) April 11, 2017

Guest Answers

A8) As the United incident confirmed this week, offline experiences will continue to come online and brands must be ready! #SocialROI https://t.co/nQaW1iIVw5
— Dan Gingiss (@dgingiss) April 11, 2017

A8) Messaging app usage for #custserv will continue to grow because they’re private (brands love) and persistent (customers love) #SocialROI https://t.co/nQaW1iIVw5
— Dan Gingiss (@dgingiss) April 11, 2017

A8) If you have some time to read, 28 different #socialmedia & #customerservice experts answer this one! https://t.co/oM36rB3Cn5 #SocialROI https://t.co/nQaW1iIVw5
— Dan Gingiss (@dgingiss) April 11, 2017

Other Answers

A8 it’s more important than ever to differentiate yourself from your competitors. I’m not sold on the messaging apps yet #SocialROI https://t.co/uvscxQuQ0t
— Jade Alberts Consult (@Jade_A_Consult) April 11, 2017

@ManageFlitter A8: Yes, bots will provide the answers to lots of common FAQs, ideally with a human to answer the harder stuff. #socialroi
— Tim @ Stoneham Press (@StonehamPress) April 11, 2017

A8 Messaging, other mobile apps will play bigger role in social media customer service as more people move to mobile for comm. #SocialROI
— Jim Katzaman (@JKatzaman) April 11, 2017

A8. Absolutely as we continue to become a more automated #smart society customer service interactions are sure to follow! #SocialROI pic.twitter.com/gSjg4dHYu7
— Eloquent Content (@eloquentcontent) April 11, 2017

We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 18th April 2017, 6.00pm EDT.

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