Social media is a popular way to get the word out about brands, products and services, which is why many companies are posting pictures to Pinterest, crafting Facebook posts and tweeting about recent developments. But how are brands and consumers using social sites for customer service?
Today’s Millennials, consumers between the ages of 18 and 29, are the primary users of social media, and are set to make up 75 percent of the workforce by 2025, ContentLEAD recently reported. With such a substantial presence, brands need to tailor their content marketing and social media efforts to an in-crowd that expects news and information to come knocking at their doors.
According to a recent report by SimplyMeasured, many of the world’s biggest brands have Twitter handles dedicated to customer service efforts, representing an opportunity for small and medium-sized businesses to foster customer relationships, improve satisfaction and enhance communications. The 23 percent of large brands that have these accounts are able to respond to inquiries and comments in record time – 90 percent reply within one business day.
These results come alongside another report by The Social Habit, which showed that 67 percent of consumers using social media for customer service expect a response within 24 hours. In order to provide efficient, quality responses, businesses might consider creating a Twitter handle for social customer care.
Brands attempting to improve customer service should consider how to leverage efforts on Twitter, Facebook and other social media platforms, especially as the Millennials begin to dominate the workforce. Creating custom content that is engaging and relevant to a younger demographic may also help small and medium-sized businesses see success in the coming years.