Creating your Engagement framework
I’ve been talking to a client today about engagement. They want to connect with customers – and they also want to define a structured way of dealing with objection handling, positive comments and criticism. They’re trying to re-invent the wheel and are spending a lot of hours doing so.
The great thing about social media is that by its very nature, frameworks are created and shared as a positive example of best practice sharing. Here’s something I’ve found on David’s blog which is how the US Air Force responds to web postings (see original version on wikipedia and the amended V2 larger version here):
If you hate graphics and prefer bullet points to work through, here’s my version from social media workshops I run which includes some different considerations.
With either framework, you should aim to come up with a flow chart of your own, pertaining to your specific business and your product / service / support requirements. Not every framework should be identical but adjusted and amended to fit your business. Putting this into a flow chart, and training your team so that they know which response to use in each situation will prove invaluable if a customer rants about your product on his blog / website / twitter stream etc. Having structure in place, will enable the team to effectively showcase successes, deal with negative perception and quell issues before they arise.
Where’s your framework?
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Eileen Brown is the CEO at Amastra and Author of Working The Crowd: Social Media Marketing for Business. She also writes the Social Business column for ZDNet.
Amastra energises your social media strategy: to connect with your customers, identify influencers and gain advocates for your brand.
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