The mainstreaming of Facebook, Twitter and corporate blogging creates more opportunities for companies to engage with, enrich and entice customers. As a result, most consumer-facing brands have a well-established social media presence.
Most, however, are using social media primarily for sales and marketing — launching new campaigns, increasing awareness and promoting products and services with timed incentives. Few are using these platforms for customer service.
In our view, this is a mistake. As digital natives and others increasingly turn to social media to vent their frustrations and celebrate their satisfaction, consumer brands in every industry must participate in customer service over social media.