This document discusses best practices for customer service on social media. It recommends engaging customers on the social networks they use like Twitter, Facebook, and Google+. It suggests integrating social customer service across marketing, PR, and operations. Companies should promote their social media channels and commit to responding to customers over the long term. The document provides examples from KLM Airlines and NSB that respond to over 90% of customer queries on social media. It also offers tips for crisis management and recommends tools for workflow, monitoring, and automation.

1. Customer Service on Social Media

2. Why Social Customer Service?

Your customers are there
Your customers are already talking about you
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Viral effects from good customer service (retweet and share)

Potential cost savings, same person can handle several customers at the
same time
Crisis management, proactively talk about power outages and get the
information out to many people at the same time
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3. Things to think about
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Integrate across all functions of the company

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Marketing

PR


Customer Service
Operations
Get management involved


Get them onto the Social Networks, Twitter, Facebook and Google+
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
Have management engage in real customer conversations
Need not engage but learn to listen.
If not open 24/7 tell people, they are not expecting you to be.
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4. Things to think about

Take one channel at the time


Start easy with Facebook of instance
Promote your channels


Social Media has long relationship cycles
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Contact cost over time approaches 0


Energy has long customer lifetime cycles
Make it easy to follow you
Commit for the marathon, not the sprint.

Rome wasn’t built in a day and neither is a good SM presence
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5. Best Practice

KLM


Focusing on Facebook & Twitter
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Response rate over 95%
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
100 people 24/7 in 10 languages
@KLM
NSB

Mon – Fri 8-16

Facebook & Twitter

Response rate over 90%

@NSB_no
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6. Crisis Management

Don’t be scared
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More often than not it’s someone giving valuable feedback
Respond with empathy
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Be real and genuine and detailed

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Remember you are talking to humans
Tell the truth
Don’t feed the Internet Trolls

have a real strategic or customer-centric reason for responding

Consider having one marketing channel and one CS
(@Delta & @DeltaAssist on Twitter)
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7. Tools

Workflow management
 Sendible
 Hootsuite
 Social Oomph
 Sprout Social

Monitoring
 Social Mention
 Google Alerts
 Tweetdeck

Automation / Scheduling
 IFTTT
 Buffer
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8. post@metronet.no
HiHostels
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