how to prepare & succeed in social media customer service

Digital Customer Service

Social Media & Beyond

About Me

11 Years Experience in SEO, Content Marketing

and Social Media

6+ Years Experience in Healthcare

Senior Manager of Social Media at GuideWell

Connect

@TallChickVic

OverviewDeveloping Your Standard Operating

Procedures (SOP)

Tips for Setting Up Social Media &

Local

Social Media Service Examples

Start!

@TallChickVic

Develop Standard Operation ProceduresHow to talk about your brand in social

Decision Tree

Develop Scenarios

How to monitor commentary

FAQ's with various responses

Triaging /Tracking Comments

Social media support email

Helps with onboarding @TallChickVic

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34

Help

@TallChickVic

Decision Tree

A social media decision tree is a tool to help youmake the right choice when you are engaging withyour customers, as a representative of yourbusiness.

Develop Scenarios Part of your social media contingency plan

Develop a group that contains PR, legal & social

media

Create a spreadsheet of possible scenarios

Determine if they are problem or a crisis

Problem = Minor

Crisis = Major = Effects Bottom Line

@TallChickVic

Tips for Setting Up Social Media & Local

Facebook Location Pages

Yelp Listings

Google My Business

@TallChickVic

Review Statistics

@TallChickVic

92% of consumers now read online reviews vs.

88% in 2014

40% of consumers form an opinion by reading

just one to three reviews vs. 29% in 2014

44% say a review must be written within one

month to be relevant @TallChickVic

Why Am I Mentioning This?

@TallChickVic

If you claim accounts in local it's easier

to control the message

Easier to find the message

Easier to triage the issue

Facebook Location Pages

If you're dealing with a brand that will havemultiple locations, set up page as a brandpage

@TallChickVic

Facebook Location Pages

Request Locations Tab

Setting up page as a local business or place

will only let you have one address

Will have to get Facebook Support to assist

@TallChickVic

Benefits of Location PagesCan list and manage all your facilities on

Facebook

Customers can find you in Facebook search, or

when they land on your main business Page.

Can create awareness ads featuring your

address, phone and website

Helps with mobile search within Facebook@TallChickVic

Facebook Location Pages

@TallChickVic

Yelp Listings

If you're a new brand claim listings ASAP!

Build out address, phone number, hours, and

categories

Upload professional location imagery (10-12)

Showcase staff, location, and your product

People rely on photos to determine level of trust

@TallChickVic

How to Claim Yelp Listings

@TallChickVic@TallChickVic

Develop an account on biz.yelp.com

Search for buisiness name & location

When searching for new business - be logged out

How to Claim Yelp Listings

@TallChickVic@TallChickVic

@TallChickVic

Things to Keep Out For

If you don't have ad budget, then this will be a manual

process

Free bulk claim for more than 10 locations under one

account is one-time only

Moderators within Yelp approve new & claimable listings

At times can verify by phone using verification code

Doesn't always work, especially if you don't have a

extension capabilities/automated phones

@TallChickVic

Things to Keep Out For

@TallChickVic

Google My Business BenefitsImproves your local ranking on Google

Essential for local SEO

You have insights into traffic statistics such as

views, clicks and followers

Continuation of the gradual trend towards Google

rewarding quality on all fronts—from citations to

links to reviews

@TallChickVic

Google My BusinessClaim your listing(s), as often many people don’t

Make sure your NAP details are up-to-date

Ensure opening hours and phone number are

current

Check the business images you are using and

consider refreshing them or uploading higher res

versions.

@TallChickVic

GMB TipsGet Bulk Verified

Easier to mass upload and get verified faster vs.

postcard verification or phone call

@TallChickVic

Social Media Service Examples

Respond quickly with

support email

Respond with various

pre-approved

responses

Hide any personal

information they post

on social@TallChickVic

@TallChickVic

Social Media Service Examples

Social Media Service Examples

Social Media Service Examples

Final ThoughtsDevelop & maintain standard operating procedures

Utilize Facebook locations tab if have multiple

locations

Claim all brand listings

Respond quickly

Utilize visuals in social media for customer service

updates

Use your blog as a customer service communication

tool

Resources

https://www.facebook.com/business/a/facebook-locations

https://www.vendasta.com/blog/50-stats-you-need-to-know-

about-online-reviews

https://moz.com/local-search-ranking-factors

https://support.google.com/business/answer/4490296?hl=en

Where You Can Find Me

@TallChickVic

@_GWConnect

Victoria.Edwards@GuideWellConnect.com

https://www.linkedin.com/in/victorialedwards