10 Ultimate Social Media Do’s & Don’ts for Telecom Brands

By: Sofie De Beule

February 5, 2015

Social media is constantly evolving, so it can be hard sometimes to stay on top of the best practices in the social media landscape. The more comfortable companies are on social media, the more they can drift away from what they should and shouldn’t do. Sometimes, businesses even cross the line.

Which do’s and don’ts are most important in the telecom industry?

Here are 5 social media do’s and 5 social media don’ts for telecom brands to help achieve more success and maybe avoid a major social media crisis in the future:

Social Media Do’s

1. Be Personal

Don’t be afraid to let your true personality shine through. The telecom industry already deals with enough fierce competition, so be excited about your company and products and simply love what you do! Your brand doesn’t want to blend in, does it? If you want to attract new customers, you don’t want to be ordinary. Create a positive vibe around your brand, and your customers will automatically catch on to it.

2. Make a Selection of Networks

Telecom brands don’t need to be active on all social networks to be able to connect with their customers. Pick a social network (usually this is real-time favorite, Twitter) where your community is most active. It’s better to do one social network really well than to do a poor job on all of them because you’re in over your head. You don’t need to be active on all social networks, but you should at least listen and respond to them.

3. Create an Engagement Strategy

To make sure your efforts are truly working, start with identifying your objectives first. Never try to wing it without an actual plan! You’d be surprised how many brands decide to take on social customer service without determining the goals they want to achieve. Busy periods can kill your company’s social media momentum, so spend time creating your strategy so everyone is on the same page. During the preparations, be mindful of the online footprint you’re creating: everything you do or say on social media should reflect your brand. Telecom brands often engage in hot-headed discussions with their competitors. If you’re not sure whether it’s appropriate to say something, just don’t post it! It might be the reason someone chooses your competition over you.

4. Be Accountable

Your customer is always right.

In other words: take the blame for every issue. Train your customer service agents for accountability. Your social media accounts represent the voice of your brand. Be professional about any issue: apologize for any inconvenience and devote your time to fix the problem. Don’t give the public eye a reason to draw attention to your business in a negative way. Include your entire company as well: establish a social media policy for the internal use of social media for employees.

5. Communicate Proactively

Don’t let your customers come to you with complaints. Reach out to your customer first before they make complaints. When it comes to social customer service, it’s not about being a great company, it’s about being the best company out there. To really have your head in the game, make sure you reach out to your customers first.

If you already know who your customers are, and on which social channels they’re active, why not use this opportunity to make them feel cared for at the right place, at the right time? Make sure you gain insights into the issues your customers are struggling with. Even loyal customers would easily ditch a brand if they find a better alternative. Don’t give them a reason to switch!

Social Media Don’ts

6. No Control Over Social Media Activity

The telecom industry often works in large, international social media teams to deal with customer issues. People easily come and go, new positions are assigned, etc. In the beginning, new team members often feel overwhelmed and can’t find their way through the maze of endless possibilities.

Social media team leaders should take matters into their own hands by always keeping an overview of their presence. To be able to gain full control over your social media activity, there are several possibilities:

  • Approval flows: mentions can be passed on to a superior first before they’re sent out into the world.
  • Activity logs: every action of team members is tracked to hold them accountable.
  • Custom user roles: define the access and responsibilities of each user in the social media inbox.

7. Delete Negative Buzz

In the spur of the moment, it can be tempting to delete negative mentions or comments. Brands are always in the public eye, ready for a public attack. This is often the case in the telecom industry where companies deal with a lot of complaints through social media and customers easily rage about negative experiences. However, acknowledging the problem is key to making a customer happy and prevents a company from a PR disaster. Keep your mind at ease, and don’t ever delete negative mentions.

8. Over Automate

Don’t put your social networks on autopilot.

While automations can be incredibly useful to organize your team’s workflow and deliver a smooth reply, sometimes they cause more harm than good. In the telecom industry, social customer service agents need to be able to easily engage in new conversations. Customers often ask the same questions. Especially in crisis situations, canned responses can be useful to send a quick reply and easily follow up with a conversation. However, don’t lose touch with your customers and become a robot by using too many automatic replies.

9. Use Multiple Social Media Tools at Once

Social media often seems like a daunting, time-consuming chore. With the help of social media management tools, you can easily scale your efforts to maximize your impact. However, using multiple tools at once doesn’t streamline your approach. Beyond monitoring and measuring, take the time to engage with your audience and tap into the conversations that matter the most to your brand. Use a tool that combines monitoring, listening, and engagement in order to optimize and, more importantly, maximize your social media efforts.

10. Send Out the Wrong Links or Information

Make it easy for your customers to gain access to the right information with just one click. Link directly to the right pages instead of referring them to your homepage or other non-related content. The more steps a customer has to go through, the less likely that customer is to buy a product, do repeat business with your brand, or recommend your product within their own network. Managing social media is, after all, part of providing a hassle-free service.