When it comes to social listening, it can be difficult to cut through the noise. While many analytics tools attempt to measure sentiment—to quantify how positive or negative a social media post or engagement is received—it has proven to be an elusive metric, even for a brand as big as Nissan. “One big misconception is trying to model the information in social media into something you want it to be, instead of listening to what the customer is saying and fixing the problem presented to you,” says Bryan Long of Nissan.
Below are a few reasons you should establish customer support on social media, and a few best practices for doing it – plus a few big blunders to avoid.
Airlines have a poor reputation for customer service, but American Airlines has recently fought to turn that around through social media.
The solution McDonald’s crafted to its customer service problem is a great example of effective communications.