13 Do's and Don'ts of Hotel Customer Service on Social Media
By Tema Frank CEO, Frank Reactions | February 07, 2016
Nearly half of US consumers use social media to get customer service and 1/3 would rather use social media than make a phone call. Those numbers are likely to keep growing. If you handle social media queries right, you can grow your base of potential customers and strengthen relationships with existing ones. On the other hand, if you handle it badly, your mishandling can ricochet around the world in an instant. So how the heck should you manage this beautiful but dangerous wild animal we call social media customer service? This article takes you through the basics of what you need to know.
Social media can be your worst nightmare or your best friend. For most hoteliers it is probably a bit of both. On the positive side, it makes it so much easier to build awareness, reach new potential customers and stay in the minds of past ones. On the negative side, if you mess up, millions of people may hear about it in an instant. It can really hurt your business.
So how the heck should you handle this beautiful but dangerous wild animal?
1) Do: Go Where Your Customers Go
Nearly half of US consumers use social media to get customer service and 1/3 would rather use social media than make a phone call. Determine which social media platforms are most used by your target market, and be there.
Increasingly customers turn to two platforms for customer support via social media: Twitter and Facebook. You need to monitor both of these in real time. (You also need to monitor the travel bookings sites, not usually for customer service per se, but to respond promptly to comments made by hotel guests. But that's another article. See The Online Impacts of Offline Customer Service(1)