It's a fact. Customers expect to get answers and support through Twitter and Facebook – so your job isn't over when you finish creating, editing, and sending that email.
Think about it. You develop a brilliant campaign with a 50% off promotion. The customer receives the email, opens it, and wants more info. They tweet:
"Mr. Brand, is it too late to redeem my coupon?"
6 days days later..... a response finally comes:
"Mr Customer, it is too late. The coupon expired yesterday."
End of story? Of course not...
"Mr. Brand, I am really bummed. I received your email and asked you that day whether or not I could redeem the coupon! NO RESPONSE for six days! Oh well..."
Whether you are in social media or not, remember that social must be a key part of your overall campaign. You should listen, engage, and respond in real time to improve your overall campaign results. Today's customers are more demanding, but if you handle a request or complaint quickly and effectively, you can create a ton of goodwill and drive even more enagement with your campaign.
According to Time Magazine, nearly half of social media users have sought customer service via social channels, and 71% of those who have a positive experience are likely to recommend the brand or company – compared with just 19% of those who get no response! That’s a lot of potential reward for having a good social care program – and a big risk for companies with poor social care.
Take care and remember – social customer care is a crtical part of your campaign. Get involved.