Responsibility for Social Goes Beyond Content Teams

Responsibility for Social Goes Beyond Content Teams


Your content team
shouldn’t be the only ones managing your business’s social media accounts. (energetic music) Hi, I’m Lauren Teague,
and I’m a strategist on the Convince &
Convert consulting team. And it irritates me frankly that social media engagement
has been boiled down to just retweets and likes on our posts or how many screenshots
are taken of our snaps. Slowly though, I see the
pendulum is swinging back to social media’s origins
as a community platform and a place to build real relationships, a place where engagement also means how many people are talking
to your brand in social media and how often they’re
actually being helped, or at least they receive a response. And I don’t think there’s any better way to build relationships and brand advocacy than by including customer service in your social media strategy. You see, on New Year’s Eve
every year, my husband and I, we always go see the Dallas
Stars play a hockey game. It’s one our favorite traditions
in annual date nights. This year I must have tweeted,
snapped, and Instagrammed about a dozen times
before and after the game, and only once did I
actually get a response from anyone associated with the team. But do you know what
caught their attention? It was finally when I mentioned
their Stars game announcer @JeffK in a tweet about the warm-up music, and Jeff responded quickly
and tagged the game night DJ who then tweeted me a Dropbox link to download the pregame mix. How cool was that? I was totally blown away by the speed and the friendly responses
from these two team employees who were, by the way, also
working their real jobs during the game at the very same time. And yet I saw nothing from
the actual team account whose jobs it was to post
content throughout the night. But then the disconnect between content and service really hit home when I saw a ticket servicing
manager stop two rows in front of me, and from the
aisle he waved down the row to get his client’s attention, and he apologized for not getting closer because there was a full
row of people there. And so he did a wave by and left, probably to go find another
customer on his list. Now, here’s an employee whose
job centers around service to the ticket holders who
buy tickets to the game, and for him a stop by
and wave was good enough. But, dude, if I’m buying tickets from you, I don’t want your wave by. I want you to be following
my tweets through the game and responding if I need you to. Or better yet, give me
a place in social media where we can communicate
together during the game if I have a question or I
actually need assistance. You know, one in three people
now prefer customer service in social media compared
to traditional channels like the telephone and email. And we know from research
through Hug Your Haters that responding to customer
complaints or concerns increases advocacy by 60%. A study earlier this year
by Russell Scibetti found that only 16 of 146
professional sports teams actually even allow anyone to
direct message them on Twitter without the team following them first. So sports is just one of the industries that hasn’t awoken to this opportunity for customer service in social. But every day we’re working with consulting clients who are struggling with how to bring their customer
service teams up to speed and then get them to a place where these social teams feel comfortable turning over the keys to
their established accounts. That’s not an easy transition
for any organization, but now is the time to expand social media beyond your content team. So tell me how you’re doing this or why you haven’t yet
in the comments below, or find us @convince on Twitter. See you next time. (energetic music)

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