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   Managing social media customer service (when you aren't Wendy's)
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   How to decide whether you should offer social support at all, and different approaches to make it work for your business.
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                         Never get involved in a chicken war online
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                        Shortly after the creation of social media, ship loads of companies arrived to stake claims and colonize channels. Primarily, it now seems, for purposes of
                        <a data-hs-link-id="0" rel="noopener" style="text-decoration: underline; color: #3b64d2;" target="_blank">
                         chicken sandwich marketing
                        </a>
                        , but also for customer service.
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                       </p>
                       <p style="margin-bottom: 1em; margin: 0 !important; padding: 0 !important;">
                        If you have customers, and some of those customers use social media, are you obligated to serve them there? No. Deciding where and how to deliver customer service requires thoughtful consideration and a careful balancing of limited resources, available skills, customer needs, and business goals.
                       </p>
                       <p style="margin-bottom: 1em; margin: 0 !important; padding: 0 !important;">
                       </p>
                       <p style="margin-bottom: 1em; margin: 0 !important; padding: 0 !important;">
                        If you do decide to offer customer service over social channels, there are more choices to make. Which social channels should you support, and when? What tools should you use? I cover all of this and more in my article on
                        <a data-hs-link-id="0" style="text-decoration: underline; color: #3b64d2;" target="_blank">
                         managing social media customer service
                        </a>
                        . And if you need one more reason to be cautious about using social channels, refer to our
                        <a data-hs-link-id="0" rel="noopener" style="text-decoration: underline; color: #3b64d2;" target="_blank">
                         bad customer service examples
                        </a>
                        .
                       </p>
                       <p style="margin-bottom: 1em; margin: 0 !important; padding: 0 !important;">
                       </p>
                       <p style="margin-bottom: 1em; margin: 0 !important; padding: 0 !important;">
                        Of course, even if you do not offer direct social service, the voice and tone of your company’s social marketing will still affect customer expectations. I imagine some of the retail staff at Wendy’s have had to deal with the repercussions of their snarky online persona.
                       </p>
                       <p style="margin-bottom: 1em; margin: 0 !important; padding: 0 !important;">
                       </p>
                       <p style="margin-bottom: 1em; margin: 0 !important; padding: 0 !important;">
                        So if you are a customer service leader, make an effort this week to engage with whoever at your business runs your social channels. Understand their goals, and help them understand your team and your customers more deeply.
                       </p>
                       <p style="margin-bottom: 1em; margin: 0 !important; padding: 0 !important;">
                       </p>
                       <p style="margin-bottom: 1em; margin: 0 !important; padding: 0 !important;">
                        P.S If you’re looking to swap your doomscrolling for something more helpful, check out this
                        <a data-hs-link-id="0" rel="noopener" style="text-decoration: underline; color: #3b64d2;" target="_blank">
                         curated reading list from In The Works
                        </a>
                        .
                       </p>
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                            Mat Patterson
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                            Help Scout
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