Customer Service on Twitter: Successful Strategies
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Customer Service on TwitterSuccessful Strategies
Carolyn ShelbyDirector of SEO and SEM, Tribune Publishing
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Customer Service is still customer service…
You still do all the same things to help people with their problems.
It’s just faster, easier, and more public to complain now.
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“Traditional” CS via Twitter• Monitor for brand terms and @ mentions
via HootSuite or TweetDeck, or some other tool.
• Respond in a timely and helpful fashion.
• Have someone/a process for actually, meaningfully addressing customer complaints or problems.
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Reporting… usually• Simply Measured, Trackur, and other
tools have great reports for quantifying social media activity and sentiment.
• Sentiment is difficult to track when your brand is frequently cited simply as a source of news rather than THE news.
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Our Normal Process• Team of social media analysts monitoring via
HootSuite for brand terms, @mentions, and direct conversations.
• Prompt acknowledgements of complaints or comments.
• A triage process for routing complaints to people/departments that can *do something* about them
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Special Situations/Events• War room – constant, team monitoring
from a central location for the duration of the event.
Like during the relaunch of the LA Times…
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The War Room
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General Recommendations• For serious issues, move the conversation OFF of
Twitter (or social media in general) as quickly as possible.• Phone number to call, specific person to speak to, etc.
• Do not reply to complaints in a manner that lets the world see the response… unless it’s necessary.• No .@replys...
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I assure you, there are a LOT of people who seriously hate this guy.
And they have zero interest in being happy with any kind of customer service remedy offered to them.
You cannot make *everyone* happy…
Some people want to stay mad.
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When dealing with Extreme Haters…• Be CALM, civil, and courteous.
• Do not be goaded into making snippy comments or snide remarks.
• Reiterate your calm, logical statement a few times, but then let the problem child cry it out alone.
• With patience (and luck), they will just look like a crazy-psycho ranting to an empty room.
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Carolyn ShelbyDirector, SEO/SEMTribune Publishing
Twitter: @cshelEmail: [email protected]
Thank You!