Page 23 - Roswell Chamber Connection - November 2018

Todd Hobbit Verciglio
MARKETING & SOCIAL MEDIA DIRECTOR

“Is social media working well for you? Are you approaching Plus, if you work in a narrow niche, you may find yourself in
it the right way? the challenging situation of sharing great articles from your
competition.
Everyone uses social media differently, and the approach
you use should be based on your goals.
#3: Provide Quality Customer Service
#1 Sell Products or Services All companies want to give their customers the best
experience possible, and right now that means providing
The instant nature of social media is ideal for sales. It’s no
customer service on social media. These days, many
wonder social networks have become full-blown marketing
customers choose to bypass annoying phone menus and
channels. Those using a sales approach make no bones about
hold times in favor of a quick social media update (tweets
the fact that they want you to buy their product or service.
are particularly popular).
When you’re selling, your updates likely include discounts
and coupons, limited-time deals, new releases and With social media, you have an opportunity to provide
awesome customer service in mere minutes. That kind
promotions.
of immediate response tells people you have a strong
As marketers, you can’t cut out selling completely—you commitment to customer satisfaction and a customer-
have to find a balance. One popular way to structure the centered presence.
sales approach is known as the 70-20-10 rule.
As you monitor mentions to keep up with customer
“Remember to stay true to the 70-20-10 rule: 70 percent service issues, you can also keep track of customer
of your Page’s content should be information that’s sentiment—you’ll see feedback on how your customers are
valuable and relevant to your fans; 20 percent should be doing and what they’re feeling. This is an opportunity to
content that comes from other people and 10 percent understand how people perceive your brand in the social
should be promotional.” environment. You can use that information to identify
where and how to improve your service.
#2: Become a Leading Industry Resource
Customers’ intense expectation of an immediate response
The most typical social media approach is positioning can be exhausting. If you don’t have the staff to keep up
yourself as a resource. with and respond quickly to customer service issues, you
may find yourself in a bit of turmoil.
Providing the information your audience craves translates
into lots of follows, shares and positive word of mouth. If you can’t provide personal attention, you risk your
reputation.
This makes it much easier to share your own articles and
views without coming on too strong. If your social feeds are
nothing more than links to articles, you become predictable.

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