Social Media Outreach And Engagement Insights For Your Company

Frank Eliason works for Comcast and heads-up @comcastcares on Twitter. Below are key highlights from an interview David Alston of Radian6 had with Frank on his experience in using social media to listen and respond to customer service requests and inquiries.

Why should my company be out there in the Social Media space?

• Social Media is simply another avenue to communicate to your customers just like the phone, email or chat. It is just as important as the other avenues, but some say it is even more important because social media is so public.
• People every single day are talking about your company whether you choose to be apart of the conversation or not.
• Be a part of the conversation.
  • Pro-actively find out when and where there is trouble.
  • Show the customer:
    • How can you help.
    • How can you make their experience better.
    • You are there for them.  
• Engaging your customers will change your company’s perception but remember it starts by listening.
  • Social Media allows you to capture the true voice or story of your customer.
  • Social Media allows you to get the customer’s story end-to-end.

What Social Media channels should you follow (Twitter, Flickr, YouTube, 2nd Life…)

• It depends and it all goes back listening to your customers/prospects and researching what social media channels they are visiting.
• Criteria to look for when looking at a social media channel.
  • How searchable is the channel?
  • How easy is it to engage customers / prospects talking about your company?
• The key point to remember is to evolve your social media efforts as the channel and your customers / prospects evolves.
  • Always keep testing new social media outlets.
  • Always keep listening as one of your primary objectives.  

Is it right for me to approach a customer / prospect and if so how do I approach them?

• Listen first, get to know the social media channel so you are able to interact properly.
• When people post on a social media site they are communicating. They usually do want to be heard. If you do reach out they usually will say “hey I am being heard”.
• Whether feedback is positive or negative learn from it.
• Acknowledge customers who give positive feedback. Shows customers / prospects that you are not only looking at the negative side of social media.
• Always be yourself
• They key is respect the conversation with your customer /prospect
  • Focus on a solution for their situation
  • Keep it simple – for example say “hey we would like to help you out feel free to contact us here”.
  • Do not try to be intrusive or try to sell. Again, you are listening
  • Goal is to relay to them if you want us we are here. 

Sources for this post:

• Radian6
• Social Media Leader Series - Frank Eliason
• The Engaged Brand Podcast: Comcast’s Frank Eliason
• Frank Eliason on Twitter

Comments

[David Alston]

Hey, fantastic job on the post Kerry. You've captured the essence of what social media is all about. I'll be tweeting it for sure.

Cheers.

@davidalston
Radian6

PS> Also glad you enjoyed the interview with Frank - he's another guy that totally get's what this is all about.