On a day when it’s officially allowed and perfectly legal to scare the living daylights out of people all over the world, we look at 6 social media practices that can be a living nightmare.
- Not providing customer service on social
Companies who are guilty of no customer service or bad customer service traits often face negative consequences, many of which are difficult to overcome and can lead to the company’s failure.
These situations, are usually considered universally unacceptable:
- Long wait times and response times
- Poor attention to detail
- Company reps with lack of experience and knowledge
- Unprofessional and impersonal interactions
5 dangerous side effects of bad/no customer service
- A Damaged Reputation
- Leads Don’t Convert
- Your Customer Lifetime Value Drops
- You Lose Your Best Employees
- You Enter a Profit-Sucking Cycle
The good news is that even the worst customer service habits can be corrected without detrimental damage to your brand, assuming you take action quickly.
- Not having a strategy to handle digital PR
PR is unpredictable and a strategy needs space to breathe and travel within the online world as well as relate to the brands and audience. If organizations fail to anticipate or prepare for fundamental changes, they may lose valuable lead time and momentum to combat them when they do occur. Here are the dangers and negative impact of a lack of strategic plan which also impacts the attitude of an organization’s team.
- Leadership indifference
- Confusion among the employees
- Complacency of stakeholders
- Short-term thinking
- Lack of unity
- Deeply entrenched traditional perspectives
- Not listening to customer feedback
The way companies handle complaints can mean the difference between success and failure in an increasingly competitive marketplace. The complaint is a signal that should not be ignored. When customers complain, they are giving your company an opportunity to fix what is wrong and improve your business. Customer complaints are marketing opportunities. The customer is powerful and they know it. They have the power of knowledge and information, the authority to use it and the means to access this information. Not listening to customers then would mean that companies would remain unaware of their needs, expectations and requirements and hence be unable to provide the kind of customer service and offerings suitable for them. This would bring about the company’s downfall.
- Not knowing what competitors are upto
Business is a competition. No one runs a business in isolation from their competition. Once you take your competitors, large and small, seriously, you can start to see them as the key to winning all your races. If you can understand exactly how your competitors are running their businesses, you can find the gaps, exploit their weaknesses and ultimately be successful.
Not knowing your competition well will NOT allow you to:
- Understand specifically what your competitive advantages are
- Understand the specifics of the marketplace where you hold that advantage
- Target your efforts on that marketplace, which should increase your return on your marketing investment and increase your sales yield
- Avoid becoming a commodity
- Get clarity on who your competitors really are
- Design your communications plan to maximize your advantages
- Not measuring social campaign results
It is important to assess goals for each campaign. Once it has been worked out what to achieve, it is necessary to go through a list of metrics and work out the combinations that will provide a benchmark for the goals, and get tracking. The metrics you choose to monitor should drive action. And that action should help move users along the sales funnel and towards being a customer.
With the initial report findings, you’ll be able to set a benchmark for measurement of future social media campaigns that’s easily digestible, particularly if you are tasked with reporting to stakeholders on your progress.
No business can hence operate and survive without measuring social campaign results.
- Not knowing influencers for your brands
Not knowing influencers can be fatal as influencer marketing has exploded in popularity over the past few months. A whopping 75% of marketers consider finding the right influencers the most challenging aspect of this outreach strategy.
Partnering with an influencer provides a range of benefits to your brand, including increased awareness and traffic. Influencer marketing return on investment can be huge. Social media influencers are more effective than high-priced celebrity endorsements. Here’s are three steps to identify an influencer for your brand –
- Relevance – Figure out whether the content already shared by the influencer connects with your brand.
- Engagement – Take a look at some of the influencer’s top posts (i.e., those which earned high social shares) to get an idea of their overall engagement.
- Quality – Get a feel for how often they post and what kind of content they’re promoting.