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Dedicated help channels

This step describes how to develop dedicated social media channels for customer service.

Large brands who deliver essential services and utilities such as mobile carriers, energy companies and video streaming services often create separate ‘Help’ channels.

A screenshot of Three UK’s customer service channel

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Mobile carrier Three UK, for instance, conducts its marketing and social conversations on Twitter as @ThreeUK. At the same time, it promotes @threeuksupport in its bio so that users can clearly see where to get help.

An example of an automated tweet from Three UK

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Even when people tweet questions or comments at @ThreeUK, it is limited to referring these users to the help account. In addition to keeping the customer service activity separate, the support account also posts updates such as service disruptions and outages, leaving the main account to focus on publishing engaging content.

It’s highly likely that you’ll get asked the same questions repeatedly – what’s in your food, do you have baby changing facilities, do you accept dogs, do you cover valuables… It’s always preferable to fully resolve a query in full view of the public and receive the benefit of that positive conclusion.

However, in-depth advice is more effectively given on a dedicated FAQs page or blog post on your website. This is particularly relevant for multi-step how-to content and multimedia. Consider creating interactive tools on your website that could aid customers such as calculators, planners and printable. The ultimate aim is to be as useful to your prospects and customers as possible. This helps customer service efforts on social media by providing satisfactory endpoints for consumers.

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Running a Social Media Campaign: Customers, Influencer Engagement, Analytics

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