It's time to review our policies and take into account the risk of losing customers on social networks.
Social networks are inherently fast, bi-directional communications, but many companies suffer from the stagnant policies that are used in promoting social networks. Is your social media policy flexible? If not, it's time to move on to modern marketing and make your brand talk directly with the customer.
A flexible marketing company uses social networks to communicate with customers one on one, and company policies on social networks should encourage, rather than impede, this type of understanding.
Social media response time is critical
We write posts, arrange them, select videos or photos for them, and as a result they don’t read them, since the information is no longer relevant. Why is this happening?
Because the policy of the company implies the approval of posts by a number of departments that make sure that the brand looks in social networks properly. And it takes precious time. A lot of time!
Another big problem may be that the approval process makes it impossible to have a real dialogue with clients on social networks, which hinders the promotion of the company's image.
Traditionally, social network policies are put in place to protect the company from poor advertising. But in a world where brand relationships mean everything, we must be prepared to take a little more risk in PR, or face something even more risky - our customers will go somewhere else.
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Help the team respond quickly to customer requests
Social media is inherently designed for two-way communication, and it is imperative that even large, regulated companies can trust people and enable them to respond in real time. This should be the main principle of marketing a company on social networks.
If employees are required to obtain permissions, communication is delayed and customers will feel ignored and underestimated.
So, what is a reasonable time for companies to respond on social networks? According to HubSpot, 80 percent of customers expect companies to respond to social media posts within 24 hours. In fact, 50 percent of customers say they would stop business with a company that does not respond to negative messages on social networks.
According to Econsultancy, KLM Airlines is proud of the fastest response to customer messages on social networks. The airline does everything possible by allowing customers to report lost things directly on social networks - and an employee of the company immediately finds a thing on the plane and brings it to the client. This is a quick, easy and much better way to please customers.
Bring lawyers to your team
If you can’t provide 100% control over your team on social networks and still require legal confirmation, then it’s best to involve a legal department in the company's marketing system.
If legal participation is necessary on a daily basis, you must have a permanent member of the legal department in your flexible team. This person should attend daily events and be aware of any content on social networks that may require his approval on this day. It should also be available in real time to respond in a timely manner to any negative messages from customers.
If your legal needs are more episodic, having a legal representative on your team may be redundant, but he should be a member of the team periodically. This means that it is available to the team when necessary.
Put customers first
The social media policy began as a way to protect the company and control how we respond to customer requests. Now, companies need to weaken dominance and take into account the risk of losing customers and their cooling to the brand. The time has come to destroy the walls that we have installed over the past decade.
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