Social media is big business. And almost every major business to consumer (B2C) organisation has at least one account on each of the major social media platforms (at the time of writing, that’s Twitter, Facebook and Instagram but I’m sure it will change over time). <\/p>\n\n\n\n
Unfortunately, there’s a concerning trend starting to emerge – one where the “conversation” is moved to control the brand image. Many brands have set up <brandname>Help<\/em> accounts for their customer service so that the main brand account is “clean” – pure marketing, untarnished by customers expressing concern about the products and services. Meanwhile, the “Help” account may be operated by a communications agency, simply offering a face and redirecting customers to other channels. <\/p>\n\n\n\n And that’s where the problem lies. If you want to offer omnichannel support, then you need to meet your customers where they contact you. It’s no good offering “help” on Twitter when all you’re really doing is advising customers to phone your contact centre. That does not help. That’s obfuscation. It’s a blatant attempt to preserve the online image of the brand, whilst offering shoddy customer service. <\/p>\n\n\n\n So, here’s my plea to brand managers across the UK. If you offer a <brandname>Help<\/em> account, then make sure it provides real assistance and is not just signposting to another channel. <\/p>\n\n\n\n I’ll provide an example here, from @KwikFitCS<\/a> (who responded to my tweet for the main KwikFit account… more on that in a moment), but they are not alone…<\/p>\n\n\n\n Thanks Zoe, I completely understand – the social team is all about PR. You may even work for a communications agency, rather than for Kwik Fit. Unfortunately the account name, bio and pinned tweet all say you are about customer service, which you’ve now told me you are not… pic.twitter.com\/IqyBra5eFm<\/a><\/p>\u2014 Mark Wilson (@markwilsonit) September 13, 2021<\/a><\/blockquote>