Whilst it should be approached with a degree of trepidation, perhaps – lest social media misinterpret your good intentions – it is sometimes the case that positive PR can come from a personalised response to a customer’s query.
Anita Pace, Managing Director of public relations agency Pace Communications, says that good PR can come from something as simple as reacting to a complaint on Facebook in a helpful or mirth-provoking way, and watching it go viral. “Or proactively spotting a Twitter conversation that helps you make a customer’s dream come true,” she said.
However, she agrees that this approach does come with a caution. “Engaging with your customers in a public way can work fantastically,” she said, “but remember that if you don’t hit the right tone, the spotlight will be on you for all the wrong reasons.”
Would like to know more about customer service? Take a look at our longer article Delighting consumers with an innovative customer service strategy.