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In the best case, you not only solve the customer's
acute request, but also land a marketing success. One
airline, for example, responded to the tweet from a
passenger who complained about the lack of coffee at
the terminal with an all-you-can-drink coffee surprise on
the plane.

If you can't fix the problem, be sure to let the customer
know this in a private message. The same applies if the
request is strange or your service procedure is not
presented positively enough. Then you should continue
the conversation in private.
delivery has not yet arrived. What is your tracking
Take complaints seriously number? We take care of it directly. Greetings Anne.”
This gives the customer the feeling that he is dealing
Every company occasionally receives negative with a real person rather than a faceless customer
comments on social media. But do not delete them service department.
directly! Anyone who makes negative feedback
disappear, buries the acute problem, but in the process When communicating, also adapt to the tone of the
loses some trustworthiness. You could quickly get a consumer: if you are dealing with a user who politely
reputation for simply ignoring customer complaints. draws your attention to a problem and even uses a
Offensive comments with racist, misogynistic or smiling smiley, your answer may also be "happy" and
homophobic content as well as spam must of course be include suitable emojis. Even small jokes are allowed.
deleted immediately. However, if someone is really angry, use a neutral
tone to avoid spurring them on.
Take every complaint seriously and deal with it.
Negative statements in particular often contain valuable Don't wait for an answer but be careful when
suggestions for improvement or suggestions that you making political statements
can use for your corporate strategy and customer
communication. Respond professionally and In an ideal world, every company has a social media
understandingly. Customers are often flexible when team that responds to customer comments around the
they feel heard and realize that you are trying to keep clock within a few minutes. However, this is rarely
them happy. possible. Instead, enter “opening hours” on your social
media profiles to let everyone know when you are
Some companies go a step further and set up their own best reachable. During this time, you should answer
social media accounts that are specifically designed for the inquiries within 60 to 120 minutes - the faster the
customer service. This is usually a smart move since better. According to a study by NM Incite, the joint
most customers find this account instantly. By doing so, venture between Nielsen and McKinsey, 33% of those
you are opening up the lobby to potential buyers and surveyed would recommend a brand that gives a
positive customers. The remaining service requests prompt answer, even if it does not lead to the goal.
can be quickly forwarded to the correct service-specific So, authorize and train your employees well, since
accounts. this is the only way to react quickly and independently
to customer problems, instead of having to wait for the
Make communication ‘really’ personal superior's permission.
People want to be treated individually and not be If you want to express a political opinion on social
brushed off with a standard answer: statements like media, it must be well-thought-out. It is important that
"sorry that you have not received your order” or “we will your attitude and statements are fully reflected in your
check that“ won’t make anyone happy. Instead, make brand. You should also be aware that people on the
the interaction more personal by addressing the Internet can be resentful: if you work for
customer's problem directly. Remember, this is social environmental protection today, but have emitted
media and not a formal format like a support hotline or large amounts of greenhouse gases in the past in the
email. If your company's policy allows it, address the production of your goods, rest assured that your
customer by his first name. Also, have your social customers will remind you - again and again. ◊
media agent respond to the request in his own name,
like e.g.: “Hello Joseph, we are really sorry that your By Daniela La Marca

31 April 2020: Social Commerce & Influencer Marketing: social shopping as the future of