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Following is a blog post from one of our global Social Media experts:
How To Respond To A Social Media Crisis
What happens if you are in charge of airing the long awaited premiere of one of the most popular shows on TV and there is an outage? You face a tirade of comments from people who feel their Sunday night has just been ruined, by you. The company who let them down.
This week HBO Go are recovering from an outage during the Game of Thrones Season 4 premiere. Millions of people had been looking forward to the new series and last night those hoping to watch online were met with a website failure notification.
When Game of Thrones airs, Twitter users normally notice the #GOT hashtag is trending with plenty of excited conversation with every episode. When avid fans don’t get what they want, they also take to Twitter to vent and display their frustration. For TV show bosses, big brands and small businesses, people airing their grievances on social media has become a problem which social media teams have learned to deal with.
How do you cope in a social media emergency?
HBO were ready with a timely response which helped to diffuse the situation. They let the eagerly awaiting fans know they were trying to resolve the issue and kept everyone updated on the progress.
Is your social media team ready to tackle negative and angry comments? One negative comment can quickly spiral out of control through social media, spreading like a virus. Some issues can be within your control, others can take longer to resolve. Phones are no longer ringing with complaints which can be handled in privacy. Complaints are broadcast to an extremely public forum and it is important to know how to handle the situation in the most effective manner.
Conversocial provide a comprehensive guide to social customer service. Social media is an efficient way to communicate with your customers. It enables you to answer disgruntled customers in a timely manner. 70% of consumers who use social media for customer service are likely to do so again if they are satisfied with their experience.
Here are the guidelines at a glance:
- You can’t ignore social customer service
59% of 15-24 year olds use social media for customer service queries and 51% of social customer care users engage a couple of times a month.
- Build your social reputation
96.5% of customers are affected by other customers comments on your page with 83% of customers abandoning the shopping cart after poor customer service.
- Social increases customer value
Customers who engage with your company on social channels are likely to spend 20-40% more than those who don’t.
- Efficient response time
16% of customers expect a response within 30 minutes on Facebook and 30% of customers expect the same level on Twitter.
- Develop an emergency escalation map
Clearly define guidelines which explains which messages social media agents should respond to. Create a comprehensive breakdown of messages which agents can’t respond to and how they can immediately escalate to the correct team.
- Create an emergency holding message
Create a message immediately as consumers look for a very quick reaction to issues over social media. Even if the message is as simple as “We are aware of the issue and will resolve as soon as possible” lets customers know you are taking action.
About Patricia McGinty
Patricia has worked in the Digital sector for over five years with extensive experience across advertising platforms namely Google AdWords and Twitter ads. Her regular contribution to the Digital Marketing Institute blog includes advice, tips and news on all things digital.
