Social media companies go to great lengths to make their tools intuitive and user friendly. That's wonderful for people just learning the ropes, but it can also give you the impression that managing professional social media accounts is a walk in the park. Anyone in the trenches can tell you it isn't.
A number of factors go into making a good impression on Facebook, Instagram, Twitter and other prominent social media platforms. Best practices take all kinds of things into account like tone, messaging, brand consistency, analytics, and more. Depending on the size of your organization, it can be difficult, even downright impossible, for one person to handle your social media activities all alone. For many brands, you need a dedicated social media team to manage this task.
Benefits of the team approach
Even though your offices might close at 5:00 pm, the social media machine continues to churn away, 24/7. Your customers could try to engage with you any time, day or night, across multiple channels - and a quick response is vital. Studies show as many as 42% of customers who complain about a company on social media expect a response within 60 minutes or less. Employing a team of social media experts distributes the response workload and ensures there's always someone standing by to help.
The cornerstone of any successful company is providing a good customer experience. In the age of smartphones and other mobile devices, consumers most frequently turn to social media with product questions and troubleshooting needs. It's important for brands to "meet customers where they are" and take proactive steps to offer customer service touchpoints where they're most convenient.
"You can improve your customer relations [by regularly monitoring Facebook and Twitter and] answering customer questions, replying, as they come [up]. This gives you the opportunity to connect with customers as they are experiencing problems, have questions or just want to share feedback." - Avi Levine, Executive Director of the Digital Professional Institute, talking to CIO.
As with social media account monitoring, it takes a team of professionals to watch for opportunities and provide real-time customer service to take your brand to the next level. Rapid response times aren't just for call centers anymore.
Excellent social media management requires in-depth knowledge of all the moving parts that make up the job and bringing in a social media team gives you a pool of experts at your disposal. You'll get the cream of the crop for data analytics, content creation, strategy, and everything else you need to make your social outreach the best that it can be.
Whether you're an established company or a sparkling new startup, your social media accounts are often the first impression customers have of your company. Don't leave such important tasks to chance, hire a team of professionals who live and breathe social media. Your customers, and your sales figures, will thank you.
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