So your social media accounts are up and running in full force, you’re seeing an increase in your Facebook “likes” and Twitter followers, but now you’re finding that another beast has been unleashed: customer service.
Social media is just another venue for customers to approach you about things they’re interested in; from commenting on one of your posts with a question to sending your business page a message asking for a price on a new product. More and more consumers are using social media to contact businesses and let them know what they think or ask questions.
My social media coordinator isn’t a technician or a salesperson, should I have her just relay the message?
Yes, you could just have your social media coordinator relay the information, but that can cause unnecessary delays in responses to the customer. For a sales team, this could mean the difference in making a sale and losing it to another dealership who responded back to the customer in a quicker time frame. For a service customer, this could mean they are stranded on the road longer if they have a brake down. You may think that these aren’t possible scenarios, but I have seen it happen quite a few times.
So how do you get around the delays in responding to customers? You give each department access to your social media accounts.
But wait…why bother having a social media coordinator then?
Your social media coordinator is going to control the overall content, but there are times that the sales team may need to post relevant content on the fly when they receive word of a limited time manufacturer offer. Whenever there is time sensitive information involved, the more people it has to go through, the longer it takes to get to the end user, which means the less time the customer has to take advantage of it.
Okay, so sales makes sense, but why would my service or parts teams need access? Their specials are planned and can be sent through the designated person.
Again, I go back to the scenario of that customer who is stranded, for whatever reason they can’t (or won’t) call in to your dealership. They send a message to your social media page, but don’t get a response back immediately. Although you can set a expected response time frame, customers may not always pay attention to it, or even care about it. When they’re stranded, they want help now, and just because they sent a Facebook message and didn’t call in to you is no excuse for you not to answer right away (please note that last sentence is layered with sarcasm)
Now on to more reasonable reason as to why these teams need access to the social media, again, answering questions for customers is a big deal. Your service or parts team can deal directly with the customer, signing their name in the message or response post so the customer knows who helped them. Also, you don’t want an untrained persons posting your weekly “tech tips.” If you are sharing content from another page, you want to make sure that information is what your technicians would tell a customer who walks through your door, if it is contradictory to what your technicians tell customers, or if it’s a walk through of how to do a task and results in damage to the customers bike or ATV, they are going to call you asking why you shared the information if it’s not correct. Giving a service person access to social media will allow them to post relevant content that will not put your dealership in a bad situation.
No matter what type of dealership you run, you want to make sure that you’re giving the best customer service you can, and that includes social media. By giving access to each department, your customer satisfaction scores can only increase by providing accurate and timely information and responses.