Social Media Marketing and Customer Service

How does your company use its social media platforms? A new survey from JD Powers & Associates suggests that companies should use a two-pronged strategy, marketing their products and addressing customer concerns. If a company neglects half of the equation, it may alienate a large chunk of its customer base.

The study found that while younger consumers, that is, those under 30, use social media primarily to engage with a company’s customer  service representative, older consumers want companies to focus on providing coupons and notices about new projects. Some companies, like Southwest Airlines, have achieved a good balance of service and advertising in the social media sphere. However, most fail to emphasize both aspects of online interactions.

When you’re developing your social media marketing strategy, create goals for both customer service and product awareness. With careful planning and daily attention, you can craft a social media persona that will connect with consumers of all ages.