Are You Wasting Customer Time on Social Media?

image by Tax Credits, A clock with money on it - "Time is Money" http://www.flickr.com/photos/76657755@N04/7214596024/

image by Tax Credits, A clock with money on it – “Time is Money” http://www.flickr.com/photos/76657755@N04/7214596024/

Working in social media, I find it necessary to do quite a bit of research. This includes reading tons of articles and blog posts about customer experience, social media, and customer care. That may sound boring to some people, but I find the subject really interesting. Recently, however, I noticed that I’m having a hard time making my way through some of this material. Last night, as I found myself zoning out on an article published by a very well-respected news organization on a topic I’m very interested in. I scrolled down to find out how much longer the article was. And then it hit me. That’s why I was zoning out. This article was taking forever to get to the point! I found this fascinating, because it was written by people who work in social media, for people who work in social media. And, if you spend any time around us, you know that we have relatively short attention spans in this field. But I bet if you think about most people you interact with, that trait is fairly ubiquitous these days. We want quality information, very quickly, without all those other words that are really unnecessary. How often have you started reading something that might be valuable, but then put it down because it just looked like it would take too long?

This isn’t just about reading. You can just as easily waste customer time talking to them on the phone or in person. Here’s the thing. We probably don’t need to say all those words. It would save us time, and would save the customer time. And saving time is very important to our customers. This is especially important on social media, where customers expect timely responses that are useful and easy to understand. Here are some tips to ensure you’re not wasting time and effectively communicating with your customers.

5 Ways to Save Customer Time

  • Determine your audience – Before writing or speaking a single word, I find it helpful to determine who my audience is. The point of communication is to convey information to the person or people you’re engaging with. How can you best do that? By knowing your audience and how they prefer to receive information. If you are unsure, it’s best to stay on the safe side and be a bit more formal.
  • Be clear – All those words you wrote or spoke, do they really say what you meant to say? Review your words to make sure. If you were the audience, would you have understood what you meant by what you said?
  • Eliminate all jargon – I find that when jargon (also known as business slang) is used, you wind up repeating yourself in English anyway. So, save yourself some time and skip the jargon. It helps to think to yourself, “How do I explain this to someone who is unfamiliar with my line of business?”
  • Use fewer words – Many prepositional phrases can just go. For example, “We can have discussions on our next steps for how to proceed” could just be “We can discuss next steps.” Could you have worded things better? Remember for next time.
  • Review – Before you send that email, take one last look.   If you were on the phone, think about the conversation you had. It’s worth the extra effort to make sure everything is as you want it to be.

These steps can help reduce customer interaction time, and, quite honestly, can leave the customer with a more positive view of the interaction because less effort was spent attempting to decipher the conversation. They’re in, they’re out, they feel better, you feel better.

Spelling Counts In Social Media Customer Support

Cover of "The Elements of Style, Fourth E...

Cover of The Elements of Style, Fourth Edition

Not so long ago, the majority of us got our news mainly through television, newspapers and trade magazines. These formal establishments did (and mostly still do) have teams of editors and multiple revisions before articles go to print. Facts are verified with sources, grammar and punctuation is confirmed through style guides, and spelling is double-checked with a dictionary. Boring process, right?

Fast forward to today. Real news is distributed by ordinary citizens without the aide of an editing staff. This allows quick access to so many varying viewpoints. Unfortunately, the lack of extra eyes on work can allow those spelling and grammatical errors to creep in. And though social media has adopted a more relaxed style than traditional business writing, clear spelling and grammar errors can still detract from the point of your communication.

Scenario: You own a vacuum cleaner business, and provide customer support on social media. A customer comes to you with a complaint; your company failed to properly pack a unit and one of the required attachments is missing. In your apology, there is a misspelling. This distracts the customer from your response, and the customer replies “Well, how could I expect your company to remember all the parts if your employees can’t even spell!” This is a severe example, of course; however customers expect professionalism and accurate data from companies.

Much is forgiven in our modern take on grammar; ending sentences in prepositional phrases may not raise an eyebrow. And that’s fine. Overly formal writing is not the point. You can be sure that this blog post on grammar would definitely fail in William Strunk Jr.’s eyes (if you’re not a word nerd like me, that guy wrote The Elements of Style, in 1918).  Today’s point is to write in a way that makes your audience comfortable and creates a sense of trust.

Ways to check spelling and grammar before posting:

  • Use any built-in spell check feature available in your software
  • If spell check is absent, copy your text into Word or other word-processing software, then paste back into Twitter, Facebook, etc.
  • Use spelling websites to look up words in question (for spelling and meaning!)
  • Re-read your own copy to catch anything the spell check does not
  • Pretend you are your reader. Does your copy make sense? Did you clearly convey your message and answer all questions?
  • When in doubt, ask a friend to read your copy

I hope these tips help you. I know I’ll be re-reading this post before I publish. You might lose faith in me if you found a spelling error in here!