It’s no secret that the use of advanced technology and social media is empowering potential clients and team members like never before. This empowerment is requiring call centers to refine their social media strategies to attract the best quality job candidates as well as nurture lasting relationships with clients.
By Vince Vitale
Here are some tips to help refine your social media branding so that you can attract and keep new clients and team members.
1. Be Personable
Social media forums like Facebook, YouTube, and Twitter help promote your company culture and humanize your brand. Engaging infographics, photos of company events, smiling employees, and captivating content contribute to that.
Present your business as having a friendly and welcoming culture. This helps attract talented candidates, but it also appeals to prospective clients and customers.
Be genuine. People can easily tell when a call center is just giving off a perception rather than living and breathing the culture. One place you can start is by referring to staff as “teammates” rather than employees. It’s easier for team members to believe in their stake in a company while those dubbed “employees” don’t retain that same perception of themselves.
Be professional, but don’t hesitate to inject humor and personality into photo captions and content. Just make sure it’s appropriate and relevant. It is all part of humanizing your brand.
2. Use Team Created Content
User-generated content involves posts and images created by your audience, which in many cases, especially at call centers, is your team. This demonstrates how much they enjoy being part of your company.
Engaging with the company on social media should not be mandatory but do encourage participation. Suggest posting group photos at company events and outings. Recommend that team members share these images on their own social media accounts as well as your company’s. Consider offering incentives like rewarding the post with the most likes.
Do not set unnecessary barriers to the content your team members can contribute. Providing a glimpse behind the scenes allows potential team members and customers alike to better understand what your company culture is all about. So if there is something in your office you don’t want your audience to see, fix it.
Too many barriers will lead to less posting.
3. Showcase Your Team Members
A post with a picture always garners more engagement than plain text.
Content, videos, and photos of those who receive Team Member of the Month recognition, win industry-related awards, celebrate a work anniversary, or make positive contributions to the community make team members feel appreciated and positively promotes your call center’s culture.
Remember to get permission before posting photos of your team, especially before tagging and sharing on their personal Facebook, LinkedIn, Instagram, and other social media profiles. Consider having them sign a waiver on the first day of employment that is valid for the team member’s entire time at the company.
Don’t just look at posts. Responding to comments represents another opportunity to reflect a positive company culture; it lets followers know you notice them and value their feedback.
A key element of building and maintaining a positive company culture is reflecting your values by how you interact with existing and prospective customers as well as team members.
Listen to your customers and engage in conversations regarding your brand. Create content and hashtags on social media that communicate the “why” factor of your service. Your customers are constantly conversing about their issues, experiences, reviews, and much more about anything and everything.
The trick is to have sharp ears and a vocal mouth.
+Invest in social media management applications to help find relevant conversations you should be aware of. Hootsuite for example allows you to set up, monitor, and manage all your social media accounts in one place. It also has a neat feature called “Social Media Listening” that allows you to track key phrases and terms across other users posts. This can be an excellent way to bring in new clients. Other paid platforms with similar features include HubSpot, Marketo and Social Pilot. There are also plenty of free alternatives, but features vary.
Social media is where many customers directly interact with their brands regarding doubts and queries. As much as you may want to overlook negative comments, never miss an occasion to cultivate a better relationship with your customer by responding to both positive and negative interactions.
Simply informing customers on social media of protocols is the best way to interact with those who are upset. When things become complicated it’s best to handle the problem offline.
5. Video is King
Instead of relying solely on online job sites, expand your reach by creating videos to post on your social media forums. Engaging videos display your company’s energy and enthusiasm.
Another strategy many call centers use is the creation of a behind-the-scenes video tour with graphics and music. It gives clients and potential team members a snapshot of places you deem worthy of highlighting in your office.
Keep in mind that call center customers are interested in exactly who answers their calls. Wherever possible, post real people from your call center and not stock footage of actors. Stock photos can cause people to ask, “What are you hiding?” So be careful.
6. Implement a Diverse but Consistent Social Media Strategy
If you visit a company’s social media platform and notice the latest posts were from a year ago, chances are you will not return. Call centers must remain active with their audience on a regular basis. Develop an editorial calendar, and post regularly with relevant and engaging content.
Start conversations that will attract visitors and give people a reason to return. Writing general posts that ask readers for their insight and viewpoints can foster more engagement then just telling clients what to do.
A consistent experience for customers across all channels is essential in promoting your call center. The voice of your posts should reflect your call center’s values. The overall tone, regardless of the matter, must be steady and clear. You must cross-check the consistency between what you tell customers on social media and what you communicate over phone or email.
If you don’t have a social media plan in place, don’t despair. You can implement a sound social media strategy within hours. The best place to start is in highlighting your team and your accomplishments. Start small and before you realize it your plans will grow.
Vince Vitale is the marketing director for Startel, a leading provider of best-in-class contact center solutions. He has over fifteen years of marketing experience in education, urgent care, and the call center industries. Before his years in marketing Vince worked in journalism as a writer, producer, and reporter for several TV news stations.