They can also use social media to give insights into their products and services. Research shows that 68% of customers expect their complaints to be resolved within 2 hours. When companies meet these expectations of customers, they are more likely to establish positive customer relationships and grow to return loyal customers that will also serve as their brand ambassadors. Despite the wide range of benefits arising from offering social media customer support, they have specific cons. This can only be possible if the company is well invested in social media. To do this, the company must have enough capital and be financially ready to support this initiative. This may prove difficult and costly for small businesses that are newly established. It may take such companies longer to invest in social media to enjoy these benefits fully. Using social media customer support also requires intense use of technology, given the technology compliance needed when utilizing social media and staying on top of emerging trends in customer service. Additionally, taking this route will require companies to offer proper training to their employees to provide excellent services. This may cost the company something that may not have been in their yearly budget. Ways to Improve Social Media Customer Support Services Social media customer support services have proven to transform the trajectory of businesses by creating trust among the customers, establishing better customer relationships, and improving the company’s brand image. There are several ways that a company can ensure it gets the most out of using social media to offer customer care services to its customers. Quick response is critical, as research has shown that a company will gain 3-20% greater customer spending per interaction if they offer fast and prompt answers to and resolve customer issues without redirecting to other channels. This is because customers expect immediate responses through social media. Companies should also train their employees to respond to clients faster and more efficiently. This will ensure that all customer requests are addressed as needed. Second, it is essential to be transparent, and this includes not giving customers false promises. Fast responses do not always mean you can fix all the customers’ issues as fast. Enforcing transparency when dealing with customers will help establish a high level of trust between the brand and the company. This will contribute to the overall customer loyalty that will reflect on the company’s performance. Companies should explain to customers how long it will take to resolve their issues, including revealing that they are not sure how long the process will take. Companies should also understand which social media posts should be determined in public or private. The customer care team should be able to note the difference and take the most appropriate action depending on the issue of complaint presented by the client. Using a client’s first name is very powerful in customer care services. This is because it gives the client a certain level of connection and assures them that they are not speaking to a robot or a recording. It is also important to consider tracking the performance of customer services offered through social media. This will also ensure that the companies can highlight the areas that may need improvement. This also includes collecting feedback from customers, intending to understand what they can do better or what needs to be improved in the services offered. It is also essential to have rules in place to guide the customer support team. This may be in the form of canned responses that will help save time and advises them on how to direct customers to the right services that align with their mentioned problems. It may also include providing proper training to the team on how to respond in a brand-appropriate way on social media. Giving suitable cases to the right people is another way companies can ensure their social media customer support addresses the issues presented by customers. In the case of management handling telephone and email, it is only best to send customers to team members who already have a connection. It also includes directing clients to the senior team members in case of more complicated issues. Consequently, companies should respond to customers on the platforms of their choice. Giving such options to customers will provide them with a sense of control. Responding to clients on the same channel they reached out to is very crucial to ensure that all requests are addressed as needed. Investing in technology is fundamental in customer care services. This will help the team efficiently flag issues and quickly address problems presented by clients. This includes looking into the brand mentions received on different social media platforms. Conclusion The increased prevalence of use of social media over the years has made it easy for companies to incorporate customer care services on these platforms. Social media has largely revolutionized the level and quality of customer care services offered, by means of improved quality, faster responses, and more personalized solutions to customers. Companies also benefit from this growing trend through improved brand image, increased customer loyalty, and improved performance. Social media has evolved into the most popular and significant virtual region, with the platform serving as an effective tool for digital advertising and social networking. Another emerging significance of social media due to the epidemic is how it allowed people to make funny films and participate in social media challenges and events, which kept them occupied during such challenging times. Social media has made a significant contribution to the exponential growth and scope. It also serves as a knowledge resource for a variety of topics. Individuals can learn vital knowledge and stay up to date on world events due to this. However, there is always a disadvantage to anything with a favorable component. Consider the significant advantages and disadvantages of social media in today’s contemporary world. References Adler, E. (2014). Social Media Engagement: The Surprising Facts About How Much Time People Spend On The Major Social Networks. Available: 12?IR=T Moore, N. J., Hopkins, D. C. Raymond, A. M. (2013). Utilization of RelationshipOriented Social Media in the Selling Process: A Comparison of Consumer (B2C) and Industrial (B2B) Salespeople. Journal of Internet Commerce, (12), 48-75. Rosemary, R., Neiger, L. B., Hanson, L. C., McKenzie, E. J. (2008). Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media. Health Promotion Practice, 9 (4), 338-343. Senn, C., Thoma, A., and Yip, G., S. (2013). Customer-Centric Leadership: How to manage Strategic Customer Assets in B2B Markets. California Management Review, 55(3), 27-59. Swani, K., Brown, P. B., and Milne, G. R. (2014). Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies’ Twitter communications. Industrial Marketing Management, (43), 873-881.

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