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How To Deliver EPIC Social Media Engagement?: Our HGS Pundits Weigh In



At our October 17 webinar, “How To Deliver EPIC Social Media Engagement?” HGS VP of Marketing Lauren Kindzierski and HGS Director of Social Care Practice Amanda Sternquistbshared up-to-the-minute social strategies for achieving faster response times, increasing response rates, using artificial intelligence (AI) to identify and remove nonactionable posts, and training agents.

The webinar started with a level-set on pain points. For our first webinar poll, our experts posed this question, “What is your number one challenge managing social media today?” And half of our attendee’s referenced talent that is stretched too thin, answering “Volume of social engagements vs. resources.” We showed an even split of 25% for the responses “Lack of processes and strategy’ and “Lack of tools and technology.”

Per Poll 2, “Does your company have a playbook for social media?,” the majority of attendees have a playbook as a “Work-in-progress, that still needs developing,” with 20% with no playbook or strategy currently in place and only 20% reporting use of a sound strategy.

Finally, for Poll 3, “Do you leverage text analytics to decode voice of the customer?,” most of our attendees—67%, in fact, do not have this breakthrough solution in place.

Following the webinar, Amanda and Lauren answered some pressing attendee questions:

Q: What is your process when you spot a potential crisis? At what point do you engage legal? 

Amanda: That's a great question. So crises come in all different shapes and sizes. They can be anything from a customer who threatens to sue the brand for some sort of customer service issue to one who mentions a gun or disgruntled former employees or customers who present a potential risk to lives. And so we identify the keywords and phrases in any kind of conversation or owned conversation. We detect potential risks, and we route to the emergency response team right away. So if there are lives at risk, obviously, we're calling the authorities and the emergency operation centers immediately to make sure that those lives are being protected. If it's an issue that poses a customer service risk, then you really want to understand the history of that customer. We assess the entire history with that individual across panels and then work with their PR team or the brand to identify the right type of response if one is necessary. We also track the velocity of it. So if it is gaining a lot of traction very quickly meaning and it's got over 200 views or interactions and under an hour and it keeps pacing that way, then that's a case for which you need to involve your legal departments or your PR teams right away. If it’s a case where a post is private on the customer’s page and they don't have a huge follower count, that's different. That is an opportunity where the brand can jump right in with that customer and try to make it make it right privately offline with them. 

Q:  How do you train for creativity in responses? 

Amanda: The key there is identifying the staff members who are naturally creative and witty and social savvy. It’s generally those digital natives who are familiar with social slang and lingo and that have a little bit of that edge.  From there, we identify and are able to harness that creativity and that potential that they bring to the table into what the brand voice and tone are to make sure that they're using it appropriately as they're responding on behalf of the brand. 

Q: What is your average handle time (AHT) for social today? And what is industry standard? What's best-in-class?   

Amanda: Our average, handle time for social media ranges anywhere between 30 seconds and 4 to 5 minutes, depending on the type of conversation.  Initial conversations that come in are usually responded to in well under two minutes. That’s typically the industry standard for social media mentions, and that includes tagging responding documenting escalating, if required. However, there are also deeper levels of resolution that might include back and forth with the customer in a private channel. Those can take four to five minutes, on average, because the agent is not only working to understand the issue but also collecting and documenting all of the details within of the customers CRM system.