Last update: 03/26/19
Social Media is a powerful way for Brands and Organizations to connect with current as well as future clients and customers. Now, more than ever before, people are using those social media platforms to voice their likes and dislikes.
In the macrocosm of things, Social Media is still relatively new, still developing and continuing to expand the way companies, brands and organizations alike communicate with their clients.
Those who thought Social Media was a passing phase now have to accept that Social Media is not the Pet Rock nor Beanie Babies. Social Media is here to stay and is still growing exponentially.
One new term created because of brands/companies/organizations Social Media pages is "Social Care". In 2012 it was reported that as many as 47% of all social media users have used social care to express their opinions about a company voicing complaints or questions. Among 18-24 year olds, it was reported to be as high as 59%.
That was 2012.... A more recent poll posted May 21, 2015, by theguardian.com, reports that there was an eight-fold increase in complaints made on social media since Jan 2014. Not to be one to ever do math in public, I will let you think about those figures yourself and what they are now.
What is Social Care?
Social Care is a way for companies to provide their customer service through any social media platform. Companies use Social Care to listen for customer questions, issues, needs and concerns, and answer/reply to them through their social media channels.
You may think that your company/brand/organization has good customer service, but how is your Social Care?
Why Should Your Brand Care?
If you do not have a Social Media site for your brand, I imagine you could say "Why do I care, I don't use Social Media for my brand so how could they complain?". Yes, but I believe you have not only cut your nose off despite your face, but also removed your eyes and ears.
Social Media gives any company or brand an opportunity to compete with the biggest of the companies. Not having your brand on social media is most likely going to hurt you more than not.
FACT: Polled In late 2012, almost half of online customers expect brands to provide customer service on Facebook, but only 23% provide it.
Personally, if I go to a brand page and see lot's of interactions between brand and client, I would be more likely to buy from that brand rather from a brand with little to zero interaction. I already know that their customer support is good.
Social media is not just for posting images. Using Social Care in your Social Media can help your brands growth as well. This is a good time to emphasize that more that 70% of consumers trust brand recommendations from friends. Use this to your advantage.
Promote your social media page(s) to your customers and clients! If there is a problem, report it, if there is a complaint, address it. These people can (and most likely will) become invaluable advocates for your business by liking or sharing the way you address the issue.
"The public is not just using Social Media to complain"
If you already have your brands social media rolling, take another look how you are using social care to raise your brands awareness. If you do not, this is a great time to get your brand started and get in the Social Media game!
Social Care is a way for any brand to offer a relatively new and unique form of customer service. Implementing Social Care for your clients will ultimately help your product or brand. By asking support questions they can help you by allowing you a way to "out-support" your competition and build what should matter most... loyal followers and customers.
"I genuinely believe that any business can create a competitive advantage through giving outstanding customer care." ~ Gary Vaynerchuk