Chapter Five The Social Graph
THE BRIGHT SIDE
Americans are more likely to post about good experiences (53%) than poor experiences (35%) on social media.
Takeaway: While people are more likely to tell others about a bad experience than a good one, when it comes to social media specifically, people are more likely to be positive.
DID YOU KNOW
The average wait time on social media is nine hours.
Takeaway: Engaging rapidly with customers who contact your company via social channels is a huge opportunity for differentiation.
“Friends and colleagues’ endorsements, discussed in real life or through Twitter and Facebook updates, are more likely to drive sales than even a positive user review posted on a site like Yelp or Amazon (but those matter, too).”
DID YOU KNOW
Knowing what's being said about your company online allows you to see where you're succeeding and where you need improvement.
Takeaway: Unfiltered feedback from customers is a positive even when it’s negative. A bad or so-so online review can help you because it gives customers certainty that the opinion is unbiased.
“People want this level of engagement from the companies with which they do business ... even the best of what formerly passed for good customer service is no longer enough. You have to be no less than a customer concierge, doing everything you can to make every one of your customers feel acknowledged, appreciated, and heard. You have to make them feel special, just like when your great-grandmother walked into Butcher Bob’s shop or bought her new hat, and you need to make people who aren’t your customers wish they were. Social media gives businesses the tools to do that for the first time in a scalable way.”
IN THE STATS
In 2017, 35% reported reaching out in social channels, up from 23% in 2014 and 17% in 2012. Of those who have used social media for a customer service concern, 84% say they have received a response or resolution, up significantly from 65% in 2014.
“The rise of the citizen review site is a sobering development. No longer are you on top of the mountain, blasting your marketing message down to the masses through your megaphone. All of a sudden, the masses are conversing with one another. If your service or product isn’t any good, they’ll out you.”
THE BOTTOM LINE
More people than ever are using social media to get help from businesses, and those numbers will only continue to rise.
Takeaway: Businesses who harness the power of social media to improve the customer experience will come out ahead of competitors who ignore it.