Separating your social media and customer support

When engaging with a brand on social media, research reveals that majority of customers either need to solve a problem or are looking to give feedback. The difficulty is separating your social media account with any (possibly negative) feedback your customers may have.

If customers have engaged with social media to learn more about the brand and keep up to date with the latest news, you do not want to expose them to endless support and service issues. These mixed messages will confuse and possibly scare your current happy customer base. If one of the reservations you have with creating a social media account is related to customer support then there are ways around this.

One of the biggest online fashion brands is ASOS, they have successfully resolved this common problem. ASOS have two twitter accounts set up: “ASOS .com” and “ASOS here to help”. These accounts are set up and managed by two separate marketing teams, with different messages and images on each. They have the same structure set up on Facebook.

This separation of the two social customer support channels mean there is a neat divide between the two support networks. There is always going to be a spill over but if marketing are clear on messages and support on each channel then it can work.

In conclusion if you have reservations about opening up your social media marketing due to customer support concerns, you can separate these and efficiently have the two accounts running in parallel.