how to prepare & succeed in social media customer service
TRANSCRIPT
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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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
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
https://www.linkedin.com/in/victorialedwards