Who should provide social media support?

forid658

Support on Social MediaAny company that has entered the world of social media must have soon faced an important question: who will answer customer queries on social networking sites? And if the problem is hairy who will solve it? The issue is complicated, as it involves an agency (sometimes more than one agency), the marketing Phone Number List department, customer service, and may even cover other areas. In this post, there are some tips on how to better organize the process.


Agencies : these guys specialize in producing Phone Number List content and making it go viral (this is a generalization, of course). Therefore, it may be incorrect to give them the responsibility of dealing with the customer. Reason: they may be misaligned with the company's customer service processes; as a result, they may end up causing even more problems for the consumer, while they are only willing to help them. At  Social Media Week São Paulo , it was exposed in the Brainstorm Room, in “Truths, lies and social media”, that at Coca-Cola the agency monitors social media and sends reports, but never reacts to what the client publishes, since, in this company, it is customer service that will provide answers.
Marketing : prepared for a more generalist management of the processes that involve the company, they often do not have time to take care of customer service and rely on another department specialized in customer service. Although service often falls into the hands of marketing, it is important to remember that they have more important missions than being a customer service desk. If they don't already do this for telephone and email service, why would they do so via social media? Of course, when the company is small, the number of service requests ends up being very small, and therefore it ends up being viable for marketing to take care of this itself instead of requiring the creation of new processes in other departments, which may end up dealing with social media with less importance than they demand.
The SAC : this is the department that should be responsible for customer service through social media, according to my opinion and all the others that were expressed on the first day of Social Media Week São Paulo 2012. Prepared for this, they used years of work to define and improve processes. This is the department that must strive to better serve this “new” channel and continue creating customer service records, enriching CRM work. Companies like Tecnisa maintain service in this department. And you, what do you think of this topic? How does your company operate in this area? Don't forget to express yourself in the comments.