Recent studies show that customers expect a response to their question or comment via social media within 1 hour, regardless of when they asked for the help. So not only are customers online 24/7 but they expect companies to do the same. If they do not get a response in a timely fashion, they might get upset which can lead to a mess. The best plan of action isn’t hiring someone to stay up all night, it’s making clear to customers when you are available, and responding to messages quickly during that availability window.
It is a rare company that doesn’t find themselves with a social media faux pas at some point. Spokal recently published an article about the tips that every business owner should follow during a social media crisis. The article includes good examples demonstrating what to do and what NOT to do in this situation. Here is a summary of the tips.
- Decide whether your response will be outbound or inbound
- Decide who takes control in a social media crisis
- Be prepared to act quickly and stay engaged
- Don’t shy away from the facts
- Spread the word with a public statement
- Post-crisis: letting the dust settle
