2 Words To Improve Your Social Customer Service

A strange thing just happened……………….

That’s a good opening line, straight out of “50 Great Opening Lines For Your Blog”.

Anyway, a strange thing did just happen. I started to write this blog and came across one written by Ian Anderson Gray entitled:-

Stop Saying Thank You on Social Media & Say Something Meaningful!

He had based this on a similar blog by Mark Schaefer who is probably the Social and Marketing expert I respect more than any other. However, on this subject I have to disagree with the great man.

Saying “Thank You” is easy, just two little words that take but a second to say and type but to the recipient can make all the difference.

I always say it has never been easier to provide gold-standard customer service using Social communication. Conversely you could argue it has never been easier to get it wrong, and business and organisations do, time and time again.

Part of a successful customer service strategy is some appreciation when a customer or stakeholder does something which benefits you as the service provider. One of the great parts of Social Marketing is the ability to turn customers, clients and supporters into “Brand Ambassadors”. Those people who will fly the flag for you on the Social web, extol your qualities and if you’ve really built a solid relationship with them, defend you when you’ve received negativity.

Think of saying “thank you” as a deposit into your “Goodwill” account. Each time you are appreciative of an act of Social interaction and engagement the account grows richer. The benefit here is that when you need to deal with a troublesome situation you can withdraw from this “Goodwill” account and hopefully resolve it to everyone’s satisfaction.

According to a 2014 study published in the “Emotion” publication thanking a new acquaintance makes them more likely to seek an ongoing relationship. Isn’t that the whole premise of Social communication? To develop strong and long-lasting, mutually beneficial relationships.

When I was managing a team of people in the radio business I tried to pass some of the customer service practices I had developed. One of these was taking time at the end of the day to respond to anyone who had engaged with me during the day if I hadn’t the chance to already do so. It took a matter of minutes but it kept the “Goodwill” account topped up. In my case it helped me become the most listened to commercial radio presenter in Wales for the best part of a decade.

Of course “Thank You” can be just that, two little words said in appreciation of an act or comment. It can also be more than that:

A positive comment on a blog

A comment or a share on another Social platform

An endorsement of your expertise on LinkedIn

A testimonial for your website or YouTube channel

A review of a product or service

And so it goes………..

I thoroughly recommend an excellent on this subject. It’s “The Thank You Economy” by Gary Vaynerchuck. It describes how social media has changed the way we do business and how consumers want to be appreciated for their business. By expressing your gratitude towards them online publicly shows that you do care.

It’s well worth a read.

And er….by the way……thank you for reading.

Do You Use Social In Your Recruitment Process?

This time we’re talking about using Social Media in the recruitment process and there are a number of aspects in the search for new staff that your digital channels can help with.

Let’s start with the use of Social platforms as a way to research background information on applicants, in my opinion a perfectly legitimate tactic. I have spoken to young people about how their digital footprint may affect employment opportunities in the future and in some instances find they feel it an imposition and an unfair practice. I think this is a modern mindset of a generation who deem it normal to publish their life online without the thought for protecting their privacy yet feel somehow hard done by when told that some aspects of their content could be detrimental to future prospects.

Using digital platforms to garner extra info on applicants is no different to what used to happen when businesses I’ve worked for discovered that a member of staff knew or had worked with an applicant for a current vacancy. You would ask their opinion of the person in question and would take that assessment of their positives and negatives into account.

Why wouldn’t you?

It should be noted however that employers be aware of context and time when carrying out checks on a candidate’s Social channels as both are important aspects to take into account. There is also the responsibility to follow legal guidelines on discriminating unfairly against a candidate after discovering information about them online.

It is worth noting the success that international infrastructure group Balfour Beatty has achieved using their Social channels, primarily LinkedIn, for recruitment. This is despite not setting up a LinkedIn channel until 2014. The company reported that their first recruitment ad on that platform saved them £10,000 in recruitment fees followed by a further £200,000 saving over the next 6 months.

They saw a 400% increase in followers over the same time and now use LinkedIn as their primary recruitment channel. This the reward for focussing on a site where they knew the talent of the future was looking to make contacts for future reference and employment.

Research carried out last year by Recruitment Box found that in 2010, 78% of recruiters were using LinkedIn to find candidates. 5 years later that percentage had risen to 95%. Similarly, 2010 saw just 14% of recruiters posting jobs on Twitter, it has also climbed to 95%. The potential for employee referrals on Twitter has also risen from 16% in 2010, to 93% in 2015.

This is an area that recruiters clearly see as very beneficial to finding the right candidate for their vacancies with 70% of them saying that they plan to increase their investment in social recruiting.

As with every aspect of Social interaction the base of it all is communication, a two way process. While you may be using your Social channels to advertise for and vet future employees, those people are also looking at your business and how your digital platforms represent you.

A company’s “talent brand” is being spoken of more and more of late. This is how their mission statement, vision and corporate culture are perceived on the social web. This plays a significant part in reducing a business’ hire costs and its ability to attract quality candidates. You can keep on top of this by ensuring that your Social channels portray a consistent business message in words, pictures or both.

You should make an effort to foster a workforce of “Brand Ambassadors”. Encourage your staff to talk about their positive experience of life at work on their own social channels, while also sharing the business’ content and success stories. According to a 2014 survey from Monster, 65% of respondents would consider an opportunity for a new job if they learned about it from a personal connection.

It has never been easier for businesses and organisations to build an exciting, vibrant image for themselves in the digital world and the more ways you can find to keep your Social platforms full of interesting, positive content the better when you are searching for new talent.

SOCIAL LISTENING – Sometimes it’s good to stop talking and start listening

Communication is as much about listening as it is talking and Social is no exception. The amount of content being created and published on a daily basis is huge, take a look a snapshot of daily life on the Social web.

Each minute there are:-

600,000 logins on Facebook

67,000 photos uploaded to Instagram

433,000 tweets posted

And that’s just a large tip of an enormous iceberg.

In 2015 the Content Marketing Institute reported that B2B marketers were publishing 70% more content than in the previous year and this is a trend that is only going in one direction.

US Marketing expert Mark Schaefer calls this phenomenon “Content Shock” and it can be overwhelming when you’re trying to be a part of the Social conversation.

This is why I say that:-

SOMETIMES IT’S GOOD TO STOP TALKING AND START LISTENING.

Social listening can be hugely beneficial when you take a step back and focus on making sense of the content that is relevant to your business rather than constantly creating more content to throw into the pot. It is about searching the web and the social space to see what’s being said about your company, your competitors and other topics relevant and important to you and your business.

GENERATE NEW LEADS

Social listening enables you to monitor keywords associated with your business to find users who having problems and asking questions or perhaps experiencing difficulties with a competitor. You can make contact with them and ask how you can help. This also gives you the chance to pitch your business’ benefits and expertise.

FIND NEW CUSTOMERS

You can do this by setting up keyword searches that will constantly track across any Social channels or forums you are part of. Be careful to select the keywords that will give you the most beneficial search returns. You can then join the discussion and find out more information.

Hootsuite’s excellent geo-searching gives you the option to track not only on keywords but on location. If you only do business within a 25 mile radius of your base then you can use these parameters so there is no wastage in your results.

FIND WHERE YOUR COMMUNITY SPENDS THEIR SOCIAL TIME

Social listening enables you to find out where your potential and current customers and influencers are on the Social web. The number of businesses I talk to who don’t have the first idea where to find these people is very high indeed. Follow the conversation and join in when relevant and necessary.  It is also worth highlighting the need for being personal and genuine in the interactions and not see them as purely business pitches.

IMPROVE CUSTOMER SERVICE

This is one area in which Social listening is essential, enabling you to identify feedback of all descriptions. You can monitor your brand in a variety of different ways to get a complete picture of where you stand.

For example, monitor Twitter with and without the @ symbol, also track mis-spelling of your company or organisation’s name. This gives you the opportunity to show appreciation for positive comments or to find and respond to disappointed customers, turning potentially negative experiences into positive ones.

There are number of tools available to help you to carry out your Social listening. Click on the names to go their sites:-

HOOTSUITE – As a UK Ambassador for Hootsuite I can recommend their business dashboard highly.

HOWSOCIABLE – HowSociable is a handy tool for measuring yours and your competitors’ social media presence. It breaks down scores for different social media platforms, allowing you to see which social media platforms work best for you and which ones need further development.

SIMPLY MEASURED – Simply Measured makes it easy to analyse your paid, owned and earned activity. They provide insights such as Facebook content, competitor and fan page analysis, key customer service metrics measurement on Twitter, Instagram engagement, content and trends analysis and many others.

GOOGLE ALERTS – A little forgotten these days in my opinion and underused. You can monitor the web for interesting new content, mentions of your brand or even yourself, your competitors, industry leaders and so on. As they’re extremely easy to set up, this is probably a good place to start for beginners.

 

 

 

 

Social Communication On The Air – It’s A Perfect Match

I came across a really good blog last week titled “Why Aren’t More Radio Stations Being Social?” by Justin Kings who is an International media consultant, trainer and broadcaster. He is also, like me, a radio professional who bemoans the way in which broadcast organisations and broadcasters themselves use Social platforms. It reminded me of a blog I wrote last year called “Why Is Radio Still Underusing Twitter?”

It was interesting to read the comments that accompanied Justin’s blog on the Radio Today website because they spoke of the “lack of visible replies” and that they only get “regular contributors”. This implies it’s the fault of the platform when in fact, as always, it’s the quality and creativity of the content and the way it’s sold on the air.

Listeners to a radio station are there to be enticed and teased, to listen a little longer when they really should be doing something else, to force them to visit that web page, to give that video one more view, to send that text to add a few pence to the coffers. Good presenters along with entertaining and creative content can do all of that.

Does that seems familiar in any way?

That’s exactly what Social communication does too.

When I’m talking to businesses and organisations about how they use Social platforms I use strategies and principles from three decades as a successful radio presenter because the parallels are obvious and valid. After all we are talking about “live broadcasting” in the most part. Social communication like traditional radio broadcasts is sent out to an audience (community) but at the point of contact is 1-2-1 so it becomes a very personal medium.

This where Justin and I speak with one voice when we talk about how poorly radio in general uses these digital channels to accompany and enhance their output. You would think that if any business would understand 1-2-1 communication it would be radio.

I discovered Twitter in 2009 and grasped the opportunity to use it straight away. It was the first time I could talk to my audience outside of show times. I was able to strengthen the relationship I already had with them, share extra content with them, take them behind-the-scenes (listeners love that) and give them stuff they couldn’t get just by listening to my show. I could also make someone who wasn’t already listening tune in, that’s as powerful as it gets.

Former BBC 5 Live presenter Richard Bacon’s once described Twitter as being like “the DVD Extras of a radio programme”. That’s a perfect analogy.

Of course radio shouldn’t only use Social channels to get material for use on air, the marketing possibilities are many and varied. You can talk about today’s show, tease ahead for tomorrow, highlight news items, showcase station contests and promotions, take people behind-the-scenes, post links to the station website and other Social channels, give the listener those “DVD Extras” and importantly…..have fun.

There is another positive to be gained from regular monitoring and engagement with Social Media platforms and that is the ability to provide gold standard customer service. There is also one thing you can do which doesn’t take long but will strengthen your customer service reputation. Justin mentions it in his blog, an American marketer called Gary Vaynerchuck has written a book about it and I talk about regularly in my sessions.

Just say “Thank You”.

Two words that acknowledge you appreciate that tweet or post or picture and will validate the time and effort the listener has taken to create and send it.

Having said all of that there has to be the urge and motivation to do it. The radio stations who are gaining most from their Social Media platforms are the ones who have developed a strategy for content creation and monitoring. They are the ones who have recognised that Social communication is no longer something to do if someone has time to knock up a Facebook post or two. It’s now firmly part of any communications business portfolio.

Social Media platforms are perfect tools for building and maintaining relationships and trust with a community. The fact that the experts in 1-2-1 communication are, in many circumstances, using those tools in a very unimaginative, ad-hoc manner is baffling.

10 Social Media Myths De-bunked

This week I thought I would talk about Social Media “myths”. Words of wisdom in social communication that have been repeated so many times they become what people believe. However, they are also the same words that make you stop and question them.

When I worked in radio there were similar myths, mantras that had been trotted out by more experienced people for so long that as a newcomer you just accepted them, even though none of them had any basis in fact.

For example:-

• Female listeners don’t like female presenters
• Never play more than three female voices in a row
• Always put in an hour’s prep for each hour on air.
• Mentioning another radio station will make your listener immediately tune to it.

I could go on – as a young presenter I heard all these and just accepted them. As you gain confidence and experience in your profession you start to question these “myths”.

The same is true of Social Media; here are 10 Myths of the social age to question.

1) I SHOULD BE ON EVERY PLATFORM

Do you know how many social platforms there are? No me neither. One of the basic pitfalls of using Social Media is to try and maintain a presence on lots of platforms, see nothing happen and give up. The first step for every business or organisation is to identify the platforms that will work best for them and concentrate your efforts there.

2) I’LL JUST USE ONE PLATFORM

Just as spreading yourself too thin is not good, the opposite is equally as bad. By all means note the platform that gives you the most traction and make that your primary outlet, but remember that other sites can be complementary. Using a handful of social platforms also gives you the opportunity to cross-promote and link them together.

3) I CAN’T LINK TO MY OTHER SOCIAL PLATFORMS

You have a Facebook account, it’s doing fine, lots of engagement for your excellent content. So you set up a Twitter account as a complementary outlet and because your business is visual you think a Pinterest board would be good too. All excellent ideas. The problem is, you’ve read a few “experts” say you can’t link to them from your Facebook wall because………..well I don’t know why really.

It makes no sense to me. Just do it. The great thing about social is that you can tie up your social channels, your company website, your YouTube channel in a lovely chain of gorgeous digital content.

4) WALL-TO-WALL CONTENT

It’s quality not quantity, less is more etc. etc. Think about what you have to offer and the best way of saying it. What are your keywords, your important messages, how can you encourage your followers to share your content. Of course sell yourself and your services but do it strategically amongst your other posts. Make your channels ones your followers can rely on to be informed and entertained.

5) RE-POSTING

This is one of my bugbears. Someone once said you should never re-post content and it was taken as read. I still see some practitioners espouse this point of view.

I use the analogy of your wife or girlfriend who won’t wear a dress she’s worn before, even though there’ll be no-one at the event who will have seen it the first time.

There is absolutely nothing wrong with re-posting content. We would love all of our content to be seen by all of our social communities, but in the real world that’s never gonna happen.

Do it sensibly and creatively, choose carefully the content you recycle, make sure it’s still relevant when you re-post.

6) DON’T BE PERSONAL

Hang on, isn’t this what being “social” is all about. Of course keep your audience and your customers in mind but don’t be afraid to show off your business/brand’s personality. If it didn’t have one before your social channels give you the chance to create one. It’s 1-2-1 communication, it’s personal, it’s dialogue between you and the person looking at their screen.

7) IT’S A NUMBERS GAME

People still get hung up on numbers; obsess about how many likes, followers and friends they’re notching up. You’ll see people following you then unfollow a few days later when you haven’t reciprocated. You don’t want them anyway.

The sorts of fans and followers you need are ones who will find your content interesting, informative or entertaining enough to share with their own tribes. They could be your flag-wavers and brand ambassadors. 500 people who engage with your posts on a regular basis are far more important to your business than 10,000 people who clicked the “like” button once.

8) IF IT’S NEGATIVE FEEDBACK, IGNORE IT

No-one likes seeing negative stuff written about their business or organisation but the worst thing you can do is ignore or delete it. It’s important to have a plan in place when the situation arises so your response is timely and constructive. Remember anyone who sees the negative comment will also see your way in which you have handed it.

9) SOCIAL IS TOO INFORMAL FOR BUSINESS

I heard this at a networking event just the other week, what the comment says to me is that the person saying it doesn’t know what social media is all about. Social communication is for everyone, irrespective of business type, it can change perceptions of your business in a post or a tweet. When the CIA fired up their Twitter account they got it absolutely right with their first tweet.

10) EVERY POST NEEDS A HASHTAG

#Saving #the #best #for #last. #Dear #Lord #above, #save #us from #Hashtag #Hell.

Hashtags are great, they tie up events, topics, opinions and conversations beautifully but they are the source of more social evil than almost anything else (with serial re-tweeters a close second). They are not however, compulsory and will not guarantee you a trending topic but used carefully and creatively will help those following the hashtag to find your content.

I hope that if you’ve comes across any of those Social Media myths this blog has given you the confidence to take my advice and ignore them.

There a more of them of course, I have a feeling there may be a part 2 coming soon.

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Disclaiming the Disclaimer

You’ve probably seen hundreds of them; you may even have one of our own on your Twitter bio.

Yes it’s the disclaimer; the one above is what’s opted for in many cases, however sometimes users get a bit creative.

After all these years there is still a general belief that these disclaimers in a Twitter profile somehow bestow a suit of armour if a problem arises with any dubious content issued from that person’s account.

It doesn’t matter how they phrased, a Twitter disclaimer is about as much use as an underwater hairdryer.

I don’t know where or when the disclaimer was born but like anything that gets repeated over and over again, the perception becomes reality.

To give it a legal comparison it’s like the word “allegedly” which is still thought of as a shield if used before a libellous or defamatory comment. Again, this is a popular misconception but still widely believed.

The main man in legal training for radio folk is Paul Chantler, he says this about that word

“For example, despite what you may have been led to believe by ‘Have I Got News For You?, the word “allegedly” is not a defence against a possible libel action; if anything it just digs you even deeper into the hole in which you’ve dug yourself. In libel cases, the burden of proof is on the defendant, so by using “allegedly”, you are, in effect, admitting you are not totally sure of the facts, and, therefore, have no adequate defence”.

The same thing applies to the Twitter disclaimer.

We shouldn’t need a form of words on our bio to protect us from our own ideas and thoughts being published on a public forum. All we need is to take responsibility for our opinions for that is what they are; they cannot be anyone else’s.

You will occasionally see another disclaimer on a Twitter profile which declares that :-

“Re-tweets are not endorsements”

My argument is that that is EXACTLY what they are. What else could they be, unless you add a caveat to the tweet you are sharing you can expect the content to be taken as something you not only agree with, but agree with enough to share with your own Twitter community.

Here’s a story that grabbed my attention in the last couple of days featuring a tweet from Geoffrey Miller, a Psychologist at the University of New Mexico.

He declared via Twitter :-

A rumpus quickly ensued as you would expect and with every justification, as unless he’s done research into both the correlation of willpower relating to the intake of carbohydrates and the impetus to complete a dissertation, he’s on shaky ground. Love the hashtag too, as if that’s enough proof to justify the preceding comments.

He soon responded to the criticism he was getting by explaining it was all part of a research program to gauge Twitter reaction to provocative comments. I suppose we should give him credit for trying to come up with something more creative than “I had my account hacked”, but once he realised we weren’t all born yesterday, he issued a disclaimer AGAINST HIS OWN OPINION.

It’s another example of the way an ill-judged, bone-headed Social Media posting can not only come back and bite you in the backside, but not be happy until it’s eaten your trousers too.

The way to avoid these embarrassing episodes is not to indulge in meaningless copy and paste disclaimers but to be measured, thoughtful and considered.

A tweet can take seconds to share but the impact and damage of a poorly judged post can stay with you for a lifetime.

 

The Cycle Of Social Sharing

I’ve been talking a lot about sharing in the last couple of weeks through a few Social Media consulting and training sessions and also a blog called “It’s Nice To Share”. In that piece I looked at the reasons why we share content online and the types of people who do the sharing.

Of course sharing isn’t new, it’s human nature.

The findings I talked about came from a study by the New York Times Insights Group and also included the key factors that influenced sharing which they listed as follows :-

1) Appeal to your consumers’ motivation to connect with each other – not just with your brand

2) Trust is the cost of entry for getting shared

3) Keep your content simple

4) Appeal to their sense of humour

5) Embrace a sense of urgency

6) Getting your content shared is just the beginning

When I talk to businesses and organisations about using their Social Media platforms to build relationships and trust I can draw on almost 30 years’ experience of doing just that as a successful broadcaster. It’s this invaluable knowledge that gives me the edge on most of the practitioners who talk about these subjects. Theory is one thing, decades of experience is another.

The very principles I used to keep my listeners coming back day after day are the same one I apply to Social Media consulting, advising others how to grow their communities so that their followers and friends become “brand ambassadors”, sharing their content through a bond of trust.

Out of the 6 factors identified by the New York Times study I think keeping your content simple is one of the most valuable. Time after time I see Social posts that are poorly written, use txt speak, over-use hashtags, include too many links, broken links or no links and then wonder why no-one Is sharing their material.

Why should they?

If you don’t give a reason a share then don’t expect them to pass it on.

I should stop here and identify the exception to the rule, there is always one, although in this case you may know more than one. These are the people who share everything; they find it impossible to pass a piece of content without liking, sharing, re-tweeting or re-pinning. I tend to notice it more on Twitter than on any other platform and just like the psychology of Social Media sharing fascinates me so does this serial need to pass everything on, no matter how irrelevant or pointless.

I suppose the fact that more and more people are accessing their social channels via mobile means they don’t realise that the desktop version of Twitter has an option you can use to carry on following someone but not be exposed to their excess bouts of re-tweeting.

It’s an option worth taking advantage of, your Twitter timeline will be all the better for it.

So let’s return to the positive side of sharing.

Getting your content shared is the first step in a process that may lead to that business relationship being strengthened, that request for information being answered or your services becoming available to a wider network of prospective clients.

The other thing to remember is that while you are striving to get your material passed around, make sure you do the same. It’s important you know what those important contacts in your life are posting about; they will appreciate your generosity in sharing their stuff as much as you will in reverse.