Omni-Channel Customer Engagement Article

Social media in business can often go overlooked, thought the province of bored tweens tweeting selfies and pictures of dinner across the Web. However, consumers spent around $4.45 billion online for Thanksgiving and Black Friday (News - Alert), and 57 percent of online shopping traffic came from mobile devices. Astute businesses know that a connection is to be made here, and here's how those businesses pull it off.

First, focus on the social. While phone and email and chat—now considered “legacy” channels—are still in the mix and will be so for some time to come, social media is often what customers will turn to first. Being ready with responses on these channels, meanwhile, may save a business' profit margin.

Second, dial back on the scripts, if such are being used at all. Customers want the human touch, and the human touch doesn't come from a droning script or a call center rep tiredly explaining why what a customer wants isn't allowed. Reps who can use a customer's language, and provide solutions, are much more likely to strike a cord and turn a business into a trusted brand.

Third, focus on channels that are established. Fear can keep businesses away from “new” social media channels that aren't fully understood.  Worse, one false step and a potentially viral firestorm of criticism, boycotts, and lost business can await. Turning to established channels like Twitter (News - Alert) and Facebook allows companies to take advantage of native knowledge, since the reps already have a good idea how to handle these systems with a few minor instructions.

Fourth, have a disaster plan ready. Be ready for unexpected vulgar or insensitive tweets from upper management. Be ready for that sudden social media backlash that strikes just as scandal emerges. That disaster plan may never actually be used, but having it ready to go will provide valuable peace of mind.

Finally, don't just respond, but be proactive. This is a channel that works both ways; while it's clear that user comments need to be addressed, use the channel to address the users. Talk about new products coming out, special offers for the weekend or other special occasions, or even try to make a sale. Audi once noticed someone tweeting about looking for a new car, and pointed out a couple of Audi models, one of which was purchased based on that conversation.

Social media represents big opportunity, and for the astute business who can put it to work, bottom line improvements can follow. Every business may not make sales based on social media conversations, but it can reinforce a brand image, help spread some word of mouth more effectively and for less cost than an advertising campaign, and achieve many other goals. The proper use of social media can be a leg up over competitors, so for those who aren't already in, it's a good time to get started.