Customer service in social media marketing

In addition to promoting a brand and its products and services, social media marketing can also be a useful tool in improving customer service and relations, it has been suggested.

Liana Evans, in a post for Search Engine Watch, states there are a number of things firms should be looking to achieve and integrate when they embark on a social media marketing strategy.

The first is that monitoring "pays off", as she claims a company should search networking sites for its own name coming up in conversations so that it can troubleshoot if any complaints or negative comments are made.

Ms Evans adds that organisations should engage with their customers if they are being discussed by attempting to hold a conversation with them, rather than simply using sites to advertise their product.

Understanding the influence that community members hold, "being humble" and creating fans through honesty were also worthwhile aims, she states.

"Investing in social media conversations is resource-intensive. However, conversing with the audience in a genuine manner, not with predefined marketing messages, can have great rewards," Ms Evans concludes.

Jason Falls, a social media consultant and blogger on socialmediaexplorer.com, recently stated acting like "human beings" could be key to closing the gap between brand and consumer.

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