We add the layer that helps people do things efficiently.
So with that in mind:
1. Be responsive.
That’s one of the things BePresent measures. A bad response is better than no response. That’s something a lot of people have to get over; in many cases they’re afraid because they don’t want to say something dumb but a bad response is better than response, within reason. Being responsive is first and foremost.
2. But you get to define “responsive.”
There is no hard and fast rule about what “responsive” means. For us, we feel anyone who has taken the time to talk about us in a public forum deserves a response. If they’re willing to share something about us, we’ll reply.
Other people only respond to urgent issues. It all depends on your goals and what you can reasonably do.
Whether it’s once a day or all day long, have someone in place who will respond, because crickets are the worst thing for your social profile.
3. Establish a goal, broadcast that goal, and follow through on it.
Maybe you want to respond to customer issues. Maybe you hope to turn detractors into supporters. Maybe you want to use social to cut down on inbound calls. Surely you have goals and expectations for how employees will handle phone calls or emails–do the same thing with your social media channels.
You can’t do better until you know what you want to do better.
4. Get other functions involved.
Traditionally the marketing departments have had a stranglehold on customer communications, especially social communications. If there are other stakeholders, get them involved. Figure out the best people to engage in certain conversations–often that’s not your marketing department.
5. Empower the people behind the keyboard.
Don’t say, “Please call our 800 number.” Don’t turn social into a glorified answering service. Set some guidelines, create some processes and decision trees, and give the employees having social conversations the power to actually help your customers.
6. Embrace the opportunity to be different.
Most consumers don’t expect anything to happen when they use social media to communicate with companies. They don’t expect it to but they want it to.