ilenerosenblum
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This is great! Finally an article that doesn't just tout Facebook for marketing and then say to measure. You give practical, simple advice how!
While social media is an important tool for building and maintaining customer relationships, if a company cares, they will be available, whether it's through a customer service phone line that doesn't make users wait on hold forever and lets them speak to a human representative who can help, a thorough FAQ section on the website, live chat with a customer rep online, etc. I think it's easier to solicit and get service from a company via e-mail, because you can use more than 140 characters. If good support exists through more traditional methods, there isn't such a need to provide support through social media in my opinion, BUT it's a great way to listen in. I've had companies respond to both my positive and negative tweets, and I was really impressed when they responded. It's a great way for companies that care to reach out to customers who won't bother reaching out to them. But, sadly, not a lot of companies do care.