So, you’re going along, minding your own social media business… posting on Facebook… tweeting all day… Instagramming your face off.. then BAM! An irate customer decides to make your life a living hell. Equally unfortunate, you decide to let go of one of your
community managers and SHE decides to make your life a living hell. But, SHE has the access information, tools and know-how to actually do it.
While you can’t always avoid these incidents, you can be prepared for them. Start by conducting a social media audit to record the who, what and where of your social media presence. Here are some questions to protect yourself now.
How do you currently avoid risk?
The best way to prevent the unpleasant experiences described above is to avoid risk in the first place. One effective way to do this is by adapting your customer service policies to serve as social media responses.
Depending on the nature of your business, you may interact with your customers offline and online or exclusively online. Either way, you can assume that if you had a customer service “situation” in one place (at your place of business, through the contact form), you’re probably going to have the same issue in social media. Keeping track of how you successfully handled these issues, along with what didn’t work, can help your community managers offer a better solution up front rather than through multiple attempts.
What is your escalation process for resolving issues?
For each of our clients, we maintain an escalation process for resolving customer service issues when confronted with them. This protocol not only states who the community manager escalates an issue to, but also the response time for each person in the chain of command. The size of your company will determine how many layers this process includes. However, time sensitivity and short attention spans should encourage you to make this process efficient to respond within 24 hours.
Who has access to your social media presence?
You may have one or several people accessing social media for you daily; there may be one representative or teams of people from copywriting, community management, analytics, and marketing with administrative access to your owned media outlets. Just like your website, you should know who has access to your Facebook page, Twitter profile, Instagram account, and any platforms you’ve setup to run campaigns or track social media metrics. Likewise, when one of these valued team members moves on, shut down their access and change the password to protect yourself and your company.
Do you have a social media policy? How is it communicated?
Okay, so this is really two questions, but they go hand-in-hand. Companies ideally should have two social media policies: one for your employees and one for communities.
Your internal social media policy should answer questions for employees such as:
Can I access social networks like Facebook at work?
Am I allowed to post about my employer at any time?
Am I able to post pictures of my colleagues or employers’ property?
What will happen if I violate these policies (warning, termination)?
The community social media policy should answer questions for members such as:
What is this community for? Sharing testimonials, customer service issues, pictures?
What is NOT okay to post in the community? e.g. swearing, hate speech
What will happen if I violate these policies? Blocked? Reported to Facebook?
Once your policy(-ies) have been established, it’s important to communicate them to your employees through training, or to communities through posts (especially when/if they’ve been violated).
I hope this post scared you enough to get started on your own social media audit.