More than ever before, consumers are Tweeting, Facebooking, and Google Plussing (well, maybe not so much of that!). At Attensity, we have front row seats to witness the changing landscape of social media. For that reason, I’d like to share our top five predictions related to trends in social engagement in 2013.
We’re sharing our first two predictions today, with the rest to be posted on Friday.
1. Social media “ownership” will shift from being the exclusive domain of marketing to a joint partnership between marketing and social care organizations.
Over the course of 2012, social media has moved from being a “broadcast” channel to being more about actual customer engagement. More and more organizations are setting up Twitter handles and Facebook pages specifically geared toward providing customer care via social channels. These “social care teams” are usually made up of a company’s best and most knowledgeable customer service agents, who are able to act as multi-faceted “social ninjas” to answer customers’ issues in a timely and friendly manner.
Due to this shift, we have seen more emphasis on incorporating traditional customer service best practices into the social care realm, including collaborative team-based service, “handoffs” of customers as one agent’s shift ends and another’s begins, and a desire to track ROI and agent productivity more closely.
We think 2013 will see an increasing recognition that social care is a 24/7 proposition, with a requirement to expand social care teams to be able to meet more aggressive Service Level Agreements (SLAs) of 15 minutes or less in most cases, around the clock.
2. An emphasis on real-time, real-world engagement will be prompted by mobile social media usage.
Consumers in 2012 looked to their mobile devices to share their customer service experiences more than ever before, requiring social care teams to address customer issues beyond the mere digital realm.
In 2012, an airline’s Twitter team sprang into action after receiving a series of tweets about long lines at the Oakland airport check-in counters. With Tweeters growing increasingly concerned that they were going to miss their flights, the Twitter team not only tweeted a response but phoned Oakland airport operations with an urgent request for more desk staffing.
But, within the next year, someone might post a photo on Instagram of the sub-standard sandwich they just got at a major fast-food chain, requiring the same, swift response to this customer. 2013 will up the ante on the routing of issues and response times, in order to affect these sorts of real-world interactions.
Stay tuned for Part 2 to see the rest of our predictions for social media engagement in 2013! In the meantime, what trends and challenges do you see within your organization that will impact the way you use social media in 2013?