l Media Customer Support Services Name Institution Course Professor Credentials Introduction • Social media has greatly impacted customer service over recent years. • More than 80% of customers use Social media in brand engagement. • Mobile smartphones have allowed people to spend more time on Social media • It helps to enhance customer relationships. • It is used as a marketing, communication, and relationship tool. (Adler, 2014) Literature Review • More B2B companies are embracing Social media in customer support services. • This improves customer relationships, increase business performance. • 69% of users admit that social media for customer service instills trust in the brand. • Customer requests on Social media guarantee faster responses. Pros of this trend • Increases customer loyalty. • Improves company performance. • Increases the level of customer trust in the company. • Companies can offer insights on their products and services. • Grow the level of returning clients. • (Moore et al., 2013) Cons of this trend • Requires large capital to establish. • Forces companies to train employees. • Require immense technical compliance. • May generate additional expenses that had not been anticipated for. Ways to Improve • Respond quickly to clients • Be transparent in responses. • Always reply to comments and messages on social media posts. • Separate private and public issues that require resolution. • Use a client’s first name References Adler, E. (2014). Social Media Engagement: The Surprising Facts About How Much Time People Spend On The Major Social Networks. Available: http://www.businessinsider.com/social-media-engagement-statistics-2013- 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 Communication 3310: Business and Professional Presentation Managerial Communication Report How Social Media is Changing Customer Care Eram Mahmood Al Balushi Summary The term social media refers to the contact and activities between individuals or groups of people who utilize the internet to exchange ideas. As social media grows in popularity worldwide, it has a significant and profound impact on young people. Children grow up in a world dominated by smartphones, computers, and interactive social media platforms like Facebook, Twitter, and Instagram. Social media has become an integral part of their lives, not only for teenagers but also for adults. There are 4 million Internet users in Singapore, which has 5.4 million people. According to statistics, 74% of Singaporeans use social media regularly, with more than 31% of users between 25 and 34. The popularity of social media sites such as Facebook, Twitter, Snapchat, Instagram, and LinkedIn has skyrocketed in recent years. The average millennial spends 2 hours and 58 minutes every day on social media networks like Facebook. While some maintain that the site is beneficial, others contend that the information acquired is minor and does not warrant the time spent on social media. The preceding points make individual use of social media contentious, so many students are asked to write a social media essay. So, here are some fantastic pointers to assist in composing a social media essay. Social media has had an immense impact on customer care services. With the days of fax, telephone, email, and letters being gone, social media is increasingly becoming prominent in offering customer support and assistance. Research shows that more than 80% of customers use social media in brand engagement. This means companies that do not invest in social media customer support are losing big. MANAGERIAL COMMUNICATION REPORT How Social Media is Changing Customer Care Eram Mahmood Al Balushi Spring 2022 Social media has changed how individuals communicate, share information, and create content. According to Trainor (2012), social media has increasingly become influential, causing a significant shift away from passive customers to active participants. This increased prevalence caused by more access to mobile smartphones means people spend more time on social media. These changes have prompted companies to reallocate their budgets from traditional media to online platforms (Rosemary et al., 2008). Companies also use social media as a way of enhancing solid customer relationships. This includes shifting customer care services to an online platform where most customers are easily accessible. Overview This report will discuss some of the literature on how social media has changed customer care services, its positive and negative attributes, and ways to improve these services. It will also highlight the factors affecting this new profitable trend in managerial communication. Literature on the use of social media in Customer Care Social Media is a potential marketing, communication, and relationship tool that business to Customer (b2c) companies have realized its benefits. This recognition led to increased research studies on the effectiveness of success stories of the ability of social media to enhance customer engagements and relationships in the b2c contexts and increase brand awareness and loyalty (Moore et al., 2013). The same can be said in business to business, where marketers are acknowledging the potential of social media to improve customer relationships and even branding (Swani et al., 2014). This is significant because customers represent a significant financial asset for b2b companies (Senn et al., 2013). Using social media to manage customer relationships has an immense impact on the company’s performance. Customer relationships are an essential part of the success of any company; hence more companies are investing in social media to take advantage of this aspect through customer care services. With more people being present online today, communication between customers and companies occurs online. For instance, 69% of US residents acknowledged that messaging a company directly instills more confidence in them about the brand. Additionally, more smallscale businesses today use social media platforms such as Twitter to provide customer service. Researchers have also found that answering customer complaints on social media can increase the advocacy of customers by 25%. This prompts more businesses to invest in social media to attend to these complaints efficiently. Additionally, more customers in the US reported that sending their customer service requests on social media platforms assured them of a response from the companies. This has significantly increased their trust and loyalty to these companies. Customers that use social media to send their customer service requests expect to get a response from the company within 30 minutes to 4 hours. Future Customer adds that more consumers are full of higher expectations of the quality of services and products and are active on social media. This means they expect companies to offer social media customer support. Pros and Cons of using social media for customer care services From the literature above, the use of social media to provide customer care services has had immense benefits for both businesses and customers. Most companies have realized success by making their customer services available and reachable through different social media platforms. Another pro is that offering social media customer support can easily indicate trust. Research depicts that 33% of customers would instead contact a brand through social media than through a phone, citing convenience and aspects of faith (Adler, 2014). This offers companies significant opportunities to provide their customers with information they can trust. They can als

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