The power of social media is evident in just how much people rely on it for customer service interactions. For most customers social media has become their digital call center. It’s a first resort for complaints and questions, yet some companies deflect these issues to their customer service team, which adds fuel to the fire and ultimately drives customers away.

For example, how would you react if the staff at your bank were unable to provide you with an answer to your question, and instead referred you to their call center? Personally, I would be astonished and even contemplate taking my business to their competition!

Traditional customer service options are not enough to keep customers happy. It’s time to provide answers, whether your role initially intended for that purpose or not.

When consumers engage with a brand’s social media account they are expecting the same one-on-one level of service that they would expect to receive in person. Instead of sending customers from pillar to post, it’s time to become knowledgeable enough to provide solutions readily and efficiently.

So with that in mind, below are my suggestions on ways to manage your companies social media account in a way that goes beyond simple management. Here’s how social media teams can become greater brand ambassadors and begin their evolution into today’s customer-driven world.

4 Ways to Be a More Customer-Focused Social Media Agent

Build Relationships

Delve a little deeper into those Facebook comments and Tweets. Try to learn something about the individuals who are attempting to make a connection with your company.  Be sure to develop relationships internally too by reaching out to other departments like service centers, customer call centers, product and service managers in addition to the marketing and communications departments. Your colleagues from other departments are your direct resource to a wealth of knowledge that could help you serve a wider spectrum of customer needs.

Think Like Your Customers

Customers are the lifeblood of any business. When you put yourself in the customer’s shoes, you’re more likely to go beyond your daily tasks and fully satisfy every need. This conveys that customers truly are your number one priority. Plus, it gives you the chance learn about the customer’s needs and concerns, so you can deepen your understanding and resolve similar issues more efficiently in the future.

Take Ownership

It’s absolutely necessary to shift your mindset to think and act like the owner of the company you’re representing. This mentality is fuel to perform with a sense of passion for what you do, and comes across in your behavior both with customers and your social media team. It’s an energy that people can sense, and helps customers see and feel that you are eager to fulfill their needs.

Sometimes You Must Play the “Receptionist” Role

Remember that you are probably the first point of contact for your brand and its customers. Chances are a consumer who is contacting you with a problem, is already at a certain level of frustration. So when you are referring that customer to a customer call center it further aggravates the individual. If you cannot provide the customer with an answer, why not contact the customer service center on your customer’s behalf first? That extra mile may be the difference it takes to meet their needs and keep them happy. First impressions are the ones that last, so be sure each engagement is positive.

About the author

Tshepiso Mogotsi is a Public Relations, Corporate Communications and Social Media professional who is currently a Social Media Manager based in Johannesburg South Africa.

Tshepiso has previously worked with Telkom, Accenture, SABMiller’s Carling Black Label Cup as well as Afcon 2013. In 2011 he was honored with two PRISM Silver awards for PR and event management for the launch of 8.ta.

Tshepiso holds a B.A. Publishing degree from the University of Pretoria and 12 years in the industry working on various projects with clients across Africa.

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