In the business world, we focus on two main forms of social media: general social media, where we engage with our customers and enterprise social media, where we manage that mainstream presence and exchange information in-house. Sometimes, though, we need to bridge the gap between the two, and this is particularly the case when it comes to valuable customer feedback as collected through general social media.
How do we make the jump between these two formats in a way that helps social media managers learn from customer feedback? It comes down to shifting both data and vital examples from our public pages to our internal data banks. To get started, focus on these four factors.
One of the first things you need to do, before you can even begin transferring key feedback from social media to your enterprise system, is to make sure you’re using a system that can handle the different types of data and will allow you to share and create customer engagement metrics. If everyone can’t access and manipulate data, it won’t help you very much and will be a barrier to collaboration. You need your social media team members to work together on campaigns and learn from each other.
Break It Down
As you enter customer feedback data, make sure you break it down by different customer groups. Data from new users, frequent users, and generally inactive users all have different bearings on your strategy. You also should note whether customer feedback comes prompted or unprompted – anything users care enough to tell you about without being asked should weigh especially heavily in your considerations.
Show Strong Samples
For some team members, numbers won’t stand out as strongly as actual examples of customer feedback, so give them real examples of what your customers are saying. Just like you would put customer testimony on your website, create a section in your enterprise social media system where team members can reference customer quotes, surveys, and interviews. This information can help them build a real connection with customers and better understand what they want from your brand.
Develop Niche Values
Another thing you should factor in when taking in customer feedback and processing it for general use is where that feedback comes from – Facebook, Twitter, or surveys, for example – and whether different customer values are expressed in different places. Different social media sites fill different niches and it’s important to know who you’re reaching with your content. What’s successful in one place may not be successful in another.
Customer voices should be at the core of your social media strategy and understanding them will help you provide better service. By using your enterprise social media system to manage all of the many types of derivative feedback you can get from this data, you empower your team to respond to customer needs in consistent, well-informed ways. Your customers feel heard and your brand is successful – it’s a win-win.