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Service and Social Media

Filed under Service Culture

Last week I blogged about social media etiquette, reminding everyone not to post offensive or overly-revealing thoughts and photographs, and unannotated links. This week I’d like to discuss why it’s crucial for your business to monitor your brand online, and respond on appropriate social media sites.

Fewer and fewer clients and customers will know the warmth of a handshake or the value of eye contact. We’ve altered our consumption to an online-based systems of buying and selling. While this isn’t how it is for the restaurant or brick-and-mortar retail industries, the internet still is the place for people to go who need help or want to praise or complain about a product or service.

Here are a few examples of how professionals involved in different industries uphold the service container on social media sites, including Facebook, Twitter, and review sites like Yelp.


Here is a post on the Facebook page for The North Face, an outdoor clothing company. A fan of their page posted a problem that he was facing, and as you can see, a representative from The North Face responded immediately. Sometimes you’ll see posts like this on other Facebook business pages, and the business never responds to or acknowledges its customer, or potential customer. It’s crucial to monitor your Facebook page for problems, praise, and questions. The faster you respond, the better service you provide.

This conversation is between a writer and actor, Amber Benson, and a fan of hers on Twitter. “Angel of Music” praised the writer for her work. Ms. Benson then took the time to personally respond, thanking the person and informing him or her about an upcoming project. This personal touch is excellent service. Responding to praise and criticism alike lets your clients and customers know that you are genuinely concerned with the quality of your product or service.

A friend of mine posted this review of the excellent Denver restaurant, Root Down. As you can see from her Yelp review, she had both positive and negative things to say about her experience at the restaurant. A representative of the restaurant took the time to contact her, acknowledging some of the more negative aspects of the review.

What makes this response so great, is that the reviewer was taken seriously; Megan says that they’ll look into Natalie’s complaints about the food. The restaurant acknowledges that their guests might also be knowledgeable about food. An establishment with a lesser sense of service would simply write off the issue as the rantings of an uninformed diner.

Does your company take full advantage of service opportunities online? How can you better engage with your clients and customers, to let them know that you’re listening?

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