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Social Media Engagement
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Social Media Engagement

It still puzzles me to find businesses that don’t use social media and more importantly, don’t think that it is necessary. As all marketing professionals know social media has now become an important part of the marketing plan and is included in many marketing campaigns.

Companies should focus on creating bespoke social media plans and implementing them effectively is an important factor, it all depends what outcome you want from it. Social media isn't just about telling the world what is happening with your business, it’s about interacting and creating close relationships with your customers on a more personal level.

A great way that social media can be used it to handle customer’s enquiries. There is nothing more annoying than ringing up a company to speak to an advisor who then puts you on hold whilst dealing with your query, most people just don’t have the time to ring up and be put on hold. Now we can just click a few buttons and away we go, no searching for an email address or phone number of the correct person to speak to.

A prime example of this would be the courier service DPD Ltd. I was getting a package delivered to work a couple of weeks about and I received a text message from DPD saying you parcel will be with you between 1.31pm and 2.31pm. I needed to leave work at 2pm for an important meeting and nobody else was in the office to collect it, so I went online and I noticed that they have a social media team that respond to enquiries. I didn’t really have time to call so I just tweeted them asking if it was possible to get the driver to come early, if not I would have to delay my parcel (which I needed that day).

They messaged me asking if I could send them my tracking number and my phone number. The clever thing is, I needed to follow them to send them a direct message, so whilst helping customers they are getting more followers. I did that and soon after I received a quick and simple phone call with my question answered, no waiting around on hold or answering a long list of questions. Furthermore, the DPD social team even rang the driver and checked whether he could make it before I had to leave, and thankfully he was on course to do so!

It won’t be long before more service providers are jumping on the bandwagon, I think it’s a brilliant service considering how popular and easy social media is!

Before writing this I thought I would see if the DPD social media team would answer a few questions for me, which they did and I am very grateful for as I know they are very busy. The questions and answers are below;

What did DPD choose to use social media?

We use Social Media because it's a great way to interact with customers. It promotes a more informal style of communication and helps to create a bond. We want our customers to find us approachable and easy to deal with. Social Media enables us to get our brand across in a way that isn't traditional in our industry. It's about being a great customer service company that delivers parcels, as opposed to a parcel company that does customer service when it *has* to. The reality is that Social Media is huge, and we'd be neglecting a massive channel if we chose not to engage with customers.

What are the working hours of the social media team?

We have a dedicated resource dedicated to Social Media. We operate Monday to Friday between 08:30 and 17:30.

What kind of responses have you had from your customers?

In terms of response from customers, it's been very good. Our approach shows that we're proactive and prepared to help with queries It's very satisfying when we're able to deal with an issue that someone has, and they then they change from negative to positive.

What's more, we generate a lot of good will from customers who like our Predict service (one hour delivery window) etc. You see this in our RTs. We also try to engage with customers on non-parcel related issues, because that's what Social Media is about: making connections and getting involved in the debate.

Would you say interacting using social media is better than using a telephone?

I don't think Social Media is "better" than phone calls, just different. They supplement one another. Often, we'll follow up a Social Media interaction with a phone call. The two functions support one another.

I honestly think that every business needs to use social media in one way or another, if you’re not utilising it then you are missing out. If you are still unsure how social media can help your business then you can easily find out for free by using Google! Also like to say a big thank you to the helpful social media team at DPD.


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  about 7 years ago
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