Having a dedicated social media support team can be a game-changer for businesses of all sizes.
Social media is not just a platform for marketing; it’s a vital channel for customer service and engagement.
The ability to respond promptly and effectively to customer inquiries, complaints, and feedback on social media can significantly impact your business’s reputation and customer loyalty.
Today, let’s unpack the reasons why your business needs such a team. We’ll discuss the benefits a team brings, and how to effectively implement one.
Bella’s Boutique Flower Shop
To start, let’s tell a brand story we see often.
In the bustling heart of downtown, a small boutique shop named “Bella’s Blossoms” is struggling with its online presence.
Bella, the owner, wears many hats – from floristry to bookkeeping. One afternoon, a potential customer posts a query on their Instagram page about a customized bouquet.
However, Bella, swamped with in-store customers and arrangements, misses the post. The would-be customer, feeling neglected, takes their business elsewhere.
This story might sound familiar to many small and medium-sized business owners. To be honest, I’ve seen this same situation happen with brands of all sizes.
Here’s yet another example I like to reference frequently:
[Source: Conversations That Connect]
Yikes, right?!
I want you to imagine the lost opportunities and potential damage to your brand reputation when a customer’s query goes unanswered. Or, when a complaint is left unresolved.
Trust me, this happens more often than you think!
The Importance of a Dedicated Social Media Support Team
Social media operates in real-time, and so do customer expectations.
According to a study by McKinsey & Company, 79% of consumers expect a response within 24 hours, and many expect even quicker replies .
Similarly, response times are a big initiative from the marketers who took our State of Social Care report.
[Source]
A dedicated social media support team ensures that your business meets these expectations. By providing timely and thoughtful responses, you can turn a potentially negative experience into a positive one.
From our example above, Bella’s flower shop, having a team to handle online inquiries would have meant gaining a new customer.
Goal #1: Enhancing Customer Engagement
Customer behaviors and expectations have been influenced by the rapid growth of tech companies that prioritize digital-first approaches (think: Amazon).
Therefore, your number one goal should center around customer engagement.
Use these 15 tactics to consistently engage with customers through a dedicated social media support team:
- Monitor Social Media: Monitor all social media platforms for customer queries, comments, and mentions using social listening tools.
- Respond Promptly: Respond to customer inquiries and complaints within a few hours to demonstrate attentiveness.
- Personalize Responses: Address customers by name and provide personalized responses to show concerns are being individually acknowledged.
- Maintain a Consistent Brand Voice: Ensure all communications reflect your brand’s tone and values to build a recognizable and trustworthy presence.
- Offer Solutions and Follow-Up: Provide clear and actionable solutions to customer issues.
- Engage in Conversations: Participate in conversations by liking, sharing, and commenting on customer posts to show appreciation and build a community.
- Share Valuable Content: Regularly post content that is useful, entertaining, or informative to engage followers and keep them interested in the brand. Your content MUST be conversational.
- Highlight Customer Stories: Showcase customer testimonials, reviews, and stories to build a sense of community and encourage more engagement.
- Conduct Surveys and Polls: Use social media to gather feedback through surveys and polls to understand customer preferences and improve services.
- Provide Exclusive Offers: Reward loyal followers with exclusive deals, promotions, or early access to new products.
- Host Live Sessions: Conduct live Q&A sessions, webinars, or product demos to interact directly with customers and address their questions in real-time.
- Acknowledge and Appreciate: Publicly acknowledge and appreciate customer feedback and contributions to show that their input is valued.
- Utilize User-Generated Content (UGC): Encourage and share UGC to build a sense of community and showcase customer loyalty.
- Implement Feedback: Act on customer feedback to make improvements and communicate these changes to show your brand listens and values input.
- Stay Updated with Trends: Keep up with the latest social media trends and incorporate them into your strategy to stay relevant and engaging.
These types of ongoing engagement foster a community around your brand.
Four Major Benefits of a Dedicated Social Media Support Team
Now, I want you to imagine a world where every customer inquiry is met with a swift, thoughtful response. Where no question goes unanswered, and every complaint is addressed with empathy and efficiency.
This isn’t just a dream scenario—it’s the reality for businesses that invest in a dedicated social media support team.
These stellar brands, with sterling reputations, go well beyond merely managing customer interactions. Their teams transform the way they connects with audiences, driving deeper engagement, fostering loyalty, and ultimately propelling the business towards greater success.
Want help with this? I’ve got you covered with our Care Squared Training! 
Below, we will explore the myriad benefits a dedicated social media support team brings to the table.
1) Consistent Brand Voice
First of all, consistency in communication is key to maintaining a strong brand image. Your social media channels should match your other channels to create a seamless omnichannel experience.
To start, craft a unique and consistent tone of voice tailored for each social media platform. Provide clear guidelines for your dedicated social media support teams and create brand-aligned response templates for automated interactions.
Helpful Hint: Many inquiries will center around your frequently asked questions (FAQs).
Frequently Asked Questions are where you address the various queries and concerns your customers might have when interacting with your business. If you don’t already know what most of them are, start collecting each question you get and pretty soon, you’ll start to recognize the questions that are asked most frequently.
If you need help with understanding what your FAQs are, we use and highly recommend SEMrush. Below is an example they share for building FAQ templates.
Finally, your dedicated team must have all interactions reflect your brand’s tone and values. This uniformity builds a recognizable and trustworthy brand.
2) Increased Efficiency
Guess what happens when businesses rely on ad-hoc responses to social media inquiries? Inefficiencies and missed opportunities.
However, brands with dedicated teams that focus on social media engagement rarely have misses. This is because they’re ensuring no query goes unanswered.
We create a document of any scripts we are to follow inside of our FAQ documentation. This means we have the green light to post the answer to any FAQ, as it has been approved my internal teams and sometimes even Legal.
Using these scripts, but having the autonomy to slightly change wording here and there so it doesn’t look like you’re constantly just copying and posting, makes it a breeze to handle all FAQs and even most other queries on social media.
And, as an added benefit, this allows other departments to concentrate on their core tasks. Not just with your dedicated social media support team, but with other departments as well.
3) Data-Driven Decisions
Your specialized team should track and analyze social media interactions.
With this, you’ll easily provide valuable insights into customer preferences and pain points. This data can inform everything from marketing strategies to product development. We usually refer to this data as ‘voice of customer’ data.
For example, the launch of Spotify’s AI DJ feature came directly from social listening. When Spotify users posted on social media channels noting their desire for an AI DJ feature, the folks at Spotify took notice.
[Source]
As RivalIQ pointed out, Spotify leveraged social listening to identify a rising demand for this feature.
This is probably one of the best ways a dedicated social media support team helps with product development. We’ve even changed packaging based on the conversations we’ve had with customers on social!
4) Crisis Management
Finally, let’s talk social media crises. Having a dedicated team allows for swift and coordinated responses.
This can mitigate potential damage to your brand’s reputation.
The social listening tool Sprinklr has a superb example of how Airbnb helped turn brand perception around. During Hurricane Matthew, Airbnb leveraged social media to provide free emergency shelter for those affected by the storm.
[Source]
This initiative showcased the brand’s unwavering commitment to community support and generated overwhelmingly positive sentiment.
Of course, you can also spot negative sentiment bubbling up about your brand or products through social media as well. Trend detection on your brand, stakeholders, and competitors is a superb way to stay on top of what’s happening — no matter the sentiment — and meet potential backlash head on.
Many times, your social media support team can squash a potential crisis before it actually becomes a crisis.
How to Implement a Dedicated Social Media Support Team
Transitioning from a reactive to a proactive social media strategy can seem daunting, but implementing a dedicated social media support team is a critical step towards achieving this goal.
First and foremost, you’ll need to define clear objectives that align with your business goals.
Then, it’s essential to hire and train the right individuals who not only understand social media dynamics but also embody your brand’s voice and values.
Additionally, equipping your team with the right tools and technologies will streamline their efforts and enhance efficiency.
With these steps in place, you’ll be well on your way to providing exceptional social media support!
Step One: Define Clear Objectives
Before assembling a team, outline the goals you want to achieve with your social media support. I’d start with analyzing customer feedback since it’s a goldmine for improving social media customer care.
- Look at historical data if you have it. Even evaluating all of last year’s feedback should suffice.
- Encourage your customers to share their experiences and suggestions, especially on social media.
- Use this feedback to refine your approach and address any shortcomings.
- This not only enhances customer satisfaction but also builds trust and loyalty.
Additionally, whether it’s increasing response rates, enhancing customer satisfaction, or driving more sales, clear objectives will guide your strategy.
Step Two: Hire & Train the Right People
It goes without saying, recruiting individuals with strong communication skills and a deep understanding of social media is paramount.
Training should cover your brand’s voice, social media tools, and customer service best practices. Continuous learning is crucial to keep the team updated on the latest trends and tools.
And, may we suggest our online Social Media CX course for those looking for continuing education for their teams?
Our online course is perfect for customer experience professionals looking to take their program to the next level, providing expert guidance for beefing up your social CX strategy, enhancing customer satisfaction and loyalty (and even revenue!).
Step Three: Use the Right Tools
Similarly, equipping your team with the necessary tools is needed to streamline tasks.
Social media management platforms like Cloud Campaign or Sprout Social can help manage multiple accounts, schedule posts, and analyze performance.
Finding a tool with a social CRM is also hugely beneficial, so that social care and internal customer support can share customer data seamlessly, no matter which channel your customer is using to reach out.
Real-World Example from B Squared Media
At B Squared Media, we understand the transformative power of having a dedicated social media support team.
One of our clients, an enterprise-sized appliance company, saw a 350% increase in positive customer conversations on social and a 58% decrease in social media complaints within six months of implementing a dedicated social media support team.
This is a perfect example of why many brands outsource their social care to companies like B Squared Media.
[Source]
By providing timely responses and leveraging customer feedback, we’re helping this client build a loyal online community.
Your New Business Growth Strategy
Customer interactions are increasingly happen online. Therefore, your businesses cannot afford to overlook the importance of a dedicated social media support team.
This team, outsourced or not, will not only enhance your customer engagement and maintain brand consistency but also drive efficiency. Implement a dedicated social media support team to provide your brand with valuable insights and effective crisis management.
Investing in a social media support team is not just a customer service strategy; it’s a business growth strategy. If you’re ready to grow with a partner like us, reach out for a free chat!
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