Deciphering customer insights on social media can be tough. The volume and frequency of social information can be overwhelming and hard to monitor, making tracking and responding to customers very difficult. However, one must remember that social customer service is very important. A well-managed customer service social media monitoring strategy ensures businesses remain connected
Customer Service Social Media Monitoring: Key Areas to Track
As per VB Insights, there were over 879 million customer complaints on social media in 2014. This proves that customers are vocal on social channels, and companies must listen, analyze, and act upon those complaints. A company should employ its social customer service team to track the right things to keep up with social traffic and respond accordingly. Here’s what the team should be tracking:
1. Customer Complaints and Queries
Social media is a go-to channel for customers to express their concerns, ask questions, and seek assistance. Customer service social media monitoring helps teams actively track mentions, comments, and direct messages to promptly address complaints and resolve issues efficiently. A quick and thoughtful response can turn a dissatisfied customer into a loyal advocate.
2. Brand Mentions and Sentiment Analysis
Not all customers tag the company directly when discussing their experiences. Monitoring indirect brand mentions and analyzing sentiment through customer service social media monitoring helps businesses understand public perception. Tools like social listening platforms can track these mentions, allowing teams to proactively address negative sentiments and amplify positive feedback.
3. Competitor Activities and Customer Feedback
Keeping an eye on competitors’ social media interactions provides valuable insights into customer expectations and industry trends. By analyzing their customers’ feedback through customer service social media monitoring, businesses can identify gaps in their own service and implement improvements to gain a competitive edge.
4. Frequently Asked Questions (FAQs)
Tracking recurring customer questions is an essential part of customer service social media monitoring. Businesses can refine their FAQs and create self-service resources based on common inquiries. If customers repeatedly ask about specific policies, product features, or troubleshooting steps, companies can update their website, chatbot responses, and social media content accordingly to reduce incoming queries and improve customer experience.
5. Viral Trends and Emerging Issues
Social media trends can shape public opinion quickly. With effective customer service social media monitoring, businesses can track trending topics, potential crises, or viral complaints that could impact their brand. Proactively addressing emerging issues with transparency and responsiveness helps maintain trust and credibility with customers.
Additional Metrics to Track Customer Service Social Media Monitoring
Keywords
Tracking and monitoring keywords allow a social customer service team to spot trends and respond to feedback promptly. Whether customers are experiencing issues with a certain product or are very pleased with a new feature, identifying common threads helps businesses address feedback quickly and make necessary improvements.
Tone
It is important to note the tone customers use in their feedback. Sarcasm or irony is common on social media, making it difficult to interpret messages quickly. Using text analytics tools can help automate the process of identifying tone accurately, allowing teams to respond appropriately.
Emotion
Social media is a space where customers express personal opinions openly. Monitoring emotional responses allows businesses to better understand their customers’ needs, improve their customer experience, and build deeper relationships with them.
Frequency
A social customer service team should track the number of service issues through social channels each month, their severity, the types of issues, and the follow-up actions taken. Tracking positive mentions is equally important to highlight what’s working well and capitalize on positive customer sentiment.
Response Time
Timely responses are critical to social customer service. Monitoring how long it takes to respond and resolve issues ensures that businesses stay efficient and customer-focused. A company should ensure its social customer service team continuously improves response times to keep customers satisfied and reduce churn.
Final Thoughts
By closely monitoring social media for complaints, brand mentions, competitor insights, FAQs, and trends, businesses can enhance their responsiveness, improve brand perception, and foster stronger customer relationships.
