By Anne Carlantone
Most companies want their customers to be happy, right? A recent study revealed that 95% of companies (from consumer and beauty to OTC and healthcare) believe that satisfied customers are very or extremely important to their company. That’s not surprising. What IS surprising is that the same study revealed that while 48% have what they consider an active presence on Facebook, only an estimated 23% of companies are actively addressing customer service issues posted by fans on their brand’s Facebook wall!
As a social media marketing agency, our goal for a brand’s Facebook page is to do more than create another venue for marketing messaging. The goal is to create a brand community, one that fosters discussion, sharing and a brand identity. It also offers unprecedented direct access to consumers, and vice versa. And — as we know — in any community, not everyone is happy all the time. To imply otherwise on a Facebook page by ignoring, or worse, deleting dissension off the wall conveys a lack of transparency…one of the biggest no-nos in social media PR.
Complaints on your brand’s Facebook wall can be troubling. But handling them also presents opportunity. It provides important, real-time insight into what’s working and not working. Acknowledging someone on your wall and publicly assisting them in resolving their issue demonstrates a commitment to customer satisfaction that other fans can see…and makes your brand a pillar of its “community.”