6 best practices of social media care: Enhancing customer engagement and satisfaction

We’re at a time in the digital era where our lives are guided by modern technology daily, and customers expect more from the brands they choose to buy from. This means, when it comes to your CX, effective social media care goes beyond solely having a presence on various platforms. Simply being there is not going to cut it anymore — your customers want personalization.

Woman looking a a smartphone and interacting with social media care

Published ·June 24, 2024

Reading time·5 min

So how do you do this? Where do you start? In this blog post, we explore the best practices of social media care and dive into how they can help your brand improve customer engagement and satisfaction.

What are the best practices you should consider when developing a comprehensive social media care strategy? How do AI and automation factor into it? Find the answers to these questions and more in our LinkedIn Live event, “Mastering social media: 6 strategies for CX success” featuring Rémy Cottin, Global Lead Success Manager at Sprinklr, and Alexis Christoforou, Global Social Media Lead at Foundever.

1. Develop a comprehensive social care strategy

If you fail to plan, you plan to fail…this is definitely the case when it comes to social care. So, let’s start with the planning phase, which comes with three big to-do’s…

  • Define objectives and goals: Defining your goals and objectives involves identifying objectives such as customer satisfaction, retention and sales. Setting clear, measurable goals and key performance indicators (KPIs) will help track progress and success. For example, some KPIs could include reducing response times by 30% and increasing customer satisfaction scores by 20%.
  • Map out custom strategy design: Each client has unique needs and industry specifics, so tailoring the social care approach for each client is essential. Creating guidelines and operational standards ensures consistency and quality in interactions. For instance, a retail client could benefit from a strategy focusing on quick response times, personalized service and re-engaging with clients after cases are closed to enhance customer loyalty.
  • Lean on CX experts for strategy development: Working closely with CX experts to co-create a strategy enhances customer experience. Regular strategy review sessions help adapt to changing needs and market conditions. For example, Foundever™ provides strategic consulting and support throughout the process, ensuring the best outcomes for clients.

2. Implement a robust social listening strategy

Social media is a goldmine to learn what customers want and what they don’t want. Using a social listening tool can be invaluable, but you need to understand the most important things to track and pay attention to when using it:

  • Monitor brand sentiment: Using tools like Sprinklr, businesses can track mentions and conversations about their brand across all social media platforms. This allows them to identify trends, emerging issues and potential crises in real time. Tracking keywords related to product launches, for example, helps gauge initial customer reactions.
  • Leverage insights: Analyzing customer feedback helps identify strengths and areas for improvement. By proactively addressing customer concerns and refining social care strategies, businesses can enhance customer satisfaction. Developing actionable reports and recommendations based on social listening data is key. It’s also important to adjust strategies based on real-time insights and conduct quarterly reviews to ensure alignment with current trends and customer needs.

3. Leverage AI and automation in social care

At this point, you’re probably familiar with the powerful capabilities of AI. It can be used in almost every aspect of the CX journey, including social care. Here are some ways it can do so:

  • Integrate AI-powered tools: Implementing chatbots and GenAI allows for efficient handling of routine inquiries, ensuring AI tools align with the brand voice and guidelines. Automated FAQs and interactive voice response systems further streamline customer interactions. For instance, a chatbot can handle frequently asked questions, freeing up human agents for more complex queries.
  • Implement automated responses: Streamlining responses to common issues improves response times and consistency. Developing automated workflows for handling customer interactions also allows human agents to focus on more complex tasks. Case studies of successful automation implementations in similar industries can serve as inspiration.
  • Enhance operational efficiency: AI can be used to analyze customer interactions and predict future trends, enabling proactive engagement. Continuous optimization of AI tools based on performance data and customer feedback is crucial. For example, an airline might use predictive analytics to anticipate peak times for customer inquiries and allocate resources accordingly.

4. Create consistent and personalized customer interactions

We’ve said it once, and we’ll say it again because it’s so important — people want highly personalized experiences at every step of the customer journey. Here are three tips to bring personalization to life when it comes to social care:

  • Create conversational guidelines: Creating detailed guidelines helps maintain a consistent brand voice across all social media platforms. Developing scripts and response templates for common scenarios ensures interactions reflect the brand’s tone of voice and values.
  • Personalize interactions: Using data and analytics, businesses can understand customer preferences and personalize responses. Implementing customer segmentation strategies allows for tailored interactions based on customer profiles. Personalized greetings and customized solutions based on purchase history are examples of effective personalization.
  • Develop quality assurance: Developing a robust quality assurance process ensures high standards in all customer interactions. Regularly monitoring and evaluating social media interactions helps ensure compliance with brand guidelines and conversational standards. Providing feedback and coaching based on quality evaluations promotes continuous improvement.

5. Train and empower your social care team

At Foundever™, we believe the employee experience = the customer experience, and this is especially important when it comes to training and empowering your team. So, how do you go about this when it comes to training in social media? Here are three considerations:  

  • Develop comprehensive training programs: Providing initial and ongoing training to social media agents is essential. This includes covering tool usage, brand guidelines and customer service skills. Developing e-learning modules and interactive training sessions tailored to different roles (e.g., new hires, senior agents) helps ensure a well-equipped team.
  • Focus on continuous improvement: Implementing regular coaching and performance reviews builds a culture of learning and development. Using role-playing scenarios and real-life case studies enhances skills. Providing feedback mechanisms for agents to continuously improve their performance is crucial.
  • Team empowerment is key: Encouraging agents to take ownership of customer interactions and make empowered decisions boosts their confidence and improves customer care. Promoting a collaborative team environment where best practices and insights are shared enhances overall team performance.

6. Monitor, analyze and optimize social care efforts

The key to understanding your CX success? Tracking your performance via analytics and adjusting accordingly. Here are three things to keep in mind:

  • Define and track KPIs: Regularly monitoring KPIs such as response times, resolution rates and customer satisfaction scores will help you understand your progress and broader business goals. Use advanced analytics tools to assess the effectiveness of social care efforts; for example, weekly performance dashboards and monthly KPI reports.
  • Continuously improve and evolve: Once you develop an understanding of your KPIs, you can adjust strategies based on this data and customer feedback and implement changes to improve customer satisfaction and engagement. It doesn’t stop there though; you should continuously improve by conducting regular performance reviews and strategy sessions with clients.
  • Stay on top of trends: A way to stay ahead of the curve and continuously enhance social care strategies is to stay updated with the latest trends and tools. Explore innovative approaches to improve efficiency and effectiveness.

Social care is a critical part of your brand’s CX, and having a robust strategy can set you apart from the competition. To learn more about how you can elevate your social care strategy, book a free consultation with a Foundever™ social media specialist.