Our speakers delivered some incredible value and insight last week at our Inspired Social: Digital Experience. But what does it mean for your social media, customer service, marketing and comms teams, and where do you go from here?
Engage and Support Your Social Customer Service Team
Successfully adopting social media as a core customer service channel comes from comprehensive onboarding sessions and continuous support and engagement for all colleagues going forward.
Host initial onboarding sessions that give team members a clear outline of how to respond to inbound messages on social media. While they may have the tone of voice nailed via email or phone, social media will need a different approach that is more conversational and informal. It’s okay to show your human side on social!
Once your team are successfully onboarded with social customer service, your job doesn’t stop there. Keep colleagues engaged and driven to continually improve their performance by fostering healthy competition between teams and agents. Maintain league tables that recognise and highlight excellent performance; they could also be an excellent tool for spotting colleagues that need extra support.
To take your social media customer service to the next level, recruit colleagues from other teams that can answer specific questions quickly and effectively. By cutting out the back-and-forth between teams for answers to specific inquiries, you’ll be significantly improving your customer experience with a more joined-up, organisation-wide approach to customer service on social media.
For more help and advice on setting your team up for success, check out our free guide that covers everything you need to know about excellent social media customer service.
Have a Clear Plan for Your Social Media Content
If your organisation is serious about improving its presence on social media, the first step is to create a comprehensive strategy. To build an engaged audience on social, you need to research and plan the types of content that resonate with them. Then, you need to align the messages you want to share to that content they like to see from you. Use a clear and recognisable tone of voice, and be consistently improving and adapting to meet your goals on social media.
While the answer will vary between audiences, content that is nostalgic, humorous, and a little educational tends to generate good organic engagement. The aim of publishing content on social media is to stop people from scrolling past; it may take a few tries to find what really works for your audience, but it is well worth testing out. You could even look back at content you’ve already published to see if you can generate more ideas around posts that performed well.
Once you’ve determined what sort of content performs well with your audience, you can implement this into your social media strategy moving forward. By consistently putting out targeted content that your audience engages with, your content will be promoted by the algorithm, meaning you will reach even more relevant people that could become fans and eventually, customers.
By having a clear social media strategy that outlines your goals and processes, you can be free to get creative and experiment with new, innovative campaigns. Excellent content presented in exciting ways will entice your audience to sit up and take notice, further increasing organic engagement and improving your ranking with the algorithm. Double win!
Get all the tips and advice you need to create a step-by-step social media strategy in our free academy lesson.
Look After Yours & Your Team’s Mental Health
It’s no secret that we’re all having a pretty tough time during the lockdown, with a huge reason being how unusual the crisis is. We’re all going through the same emotional strain as each other, which can easily lead to mental health issues.
Focus on the welfare and wellbeing of your team by adopting a (virtual) ‘open door’ policy, where colleagues can come to you if they feel they need to. Providing training to recognise the signs of mental health issues could lead to colleagues getting much-needed help, even if they’re too afraid to speak out for themselves.
It really is true that prevention is better than a cure; so there’s no better way to look after your team’s wellbeing than fostering healthy habits to combat stress and overwhelm while they’re at work. While many are struggling with maintaining a work-life balance while working from home, you could discourage evening emails or adopt the 5:15 rule. If a conversation takes 5 minutes, it can happen right then, but if it’s likely to take 15 minutes or more, it should be scheduled for later when you have more time.
Even while we’re working from home, our interactions with colleagues will still have a ripple effect. Interacting with people positively and optimistically will impact others, feeding into their interactions for the rest of the day. If every colleague gets into these habits, it won’t be long until your team feel supported in a healthy working environment.
While no individual can do anything about the current situation, we can all create better coping mechanisms by developing our resilience. Practice positive self-talk and affirmations, build a trusted support network and always be kind to yourself, you’re not a machine! Remember that saying ‘no’ doesn’t mean ‘never’, it’s about setting healthy boundaries on your time.
Want extra tips and advice for looking after your team’s wellbeing during a crisis? Check out this blog post.
Remember That You Are Doing a Great Job!
60% of comms professionals suffer from imposter syndrome; where they don’t feel good enough to be doing their job. The truth is, when we see all the social media gurus’ and experts’ well-polished posts, it’s likely they’re feeling imposter syndrome too.
Confidence comes from experience, so try to experiment on your personal social media accounts as much as you’re comfortable with. You could also look for free resources that help you put your theory and training into practice, building your confidence with real-world examples.
Just as Helen Reynolds said in her session, to be as creative and effective on social media as we want to be, we need to learn to get out of our own way. Re-evaluate your standards, shift your mindset to be unapologetically yourself and unleash your creative energy in the content you post!
The world of social media may move at 100mph, but that doesn’t mean you’ll be left behind. Take these simple tips from Inspired Social to level-up your strategy, and continue to thrive on social media.