Integrate social media with customer service — Live from the Brands-Only Summit

Coverage of this session by Kristen Platt of Connect with her by following her on Twitter.

11:55 —'s Jeff Casale introduces GoDaddy's Stacey DePolo.

11:56 — Stacey: I've been on the social media team for a couple years at GoDaddy. I've had social listening and customer experience experience.

11:57 — Stacey: You need to plan first. Know your tribe: what do you stand for? Determine your goals and tie them to your brand's promise. What's the vibe of your tribe (See Seth Godin's “Tribes” book).

11:58 — Stacey: You must align on your approach. Look at your social customer service as NPS closed loop. Your advocacy equals the end of the sales funnel. Empower your frontline social agents, otherwise it could be embarrassing if that communication isn't open. Align KPI's with revenue and known detractor issues and work across silos.

12:00 — Stacey: Create a social support playbook. Ours is simply a PowerPoint, or you can create pre-written responses that can be personalized for your customer response tool. Be consistent with brand voice, the STYLE of the response is as important as the words. Respond in the same channel that you were contacted in. Plan regular review and updates to your playbook. It's really easy to let that content get stale.

12:02 — Stacey explains how to build, train, and test a team. Select from your best support agents with the greatest experience. Select people who use social media for personal or other business.

12:03 — Listening and monitoring is a critical part of your social customer service support system. You need to prioritize influence and customer segments. Always “close the loop” and make your customers feel heard. Do this by turning insights into action and communicate that change. If you can use that customer service case to promote your success, do that.

12:06 — Stacey: When you end up with a social media crisis on your hands, so it's important to measure sentiment/volume/velocity to determine escalations and whether or not you need to respond or not.

12:09 — Stacey says the next step is to select scalable tools. It's not ideal to have to switch vendors mid-stream because your volume is growing.

  • Market leaders vs. smaller hungry companies
  • Internationalization/translation
  • Reporting (trends and anecdotes)
  • Integration with your CRM
  • Match social accounts to customer accounts

12:11 — Stacey: The right metrics allow rapid response. Last year one of our Super Bowl ads that we previewed became super controversial, but because we were tracking our customer experience sentiment, we were able to put out the fire early on.

12:13 — Stacey: Prioritize advocates and detractors by nurturing advocates systematically and enroll in the mission of the tribe. Another helpful tip is to suppress detractors from seeing your social ads so that they can't use that as ammo against you.

12:15 — Stacey: Respond to legit criticism and earn the respect of the people who are taking the time to reach out to you on social media. In one instance we got criticism from an influencer who we ended up listening to when we pushed back on our product team and ended up listening to the influencer's criticism.


Q: How did you get buy-in for customer service reps on social?

A: Stacey: It was a really big battle for us. We were able to demonstrate the volume of mentions to our brand, and we took 6 agents and moved them to dedicated social media responses.

Q: Do you have a standard response time?

A: Stacey: I wish! We are strapped for time on responding to everyone that contacts us. Right now we are at 3-6 hours response time, but we're working to decrease that. It's helpful to create FAQ's to eliminate some of the queries.

Q: Is there a program in place for capturing those great customer service moments?

A: Stacey: Absolutely. We identify moments of delights and send a quick survey and if they say 9 or 10, then we ask them to write a review. Chances are those reviews will be shared on social media, then our social listening tools pick that up and we can reach out to those customers and determine if they're influencers in the space.

Q: What is your strategy for handling customer complaints on Twitter with the character limit?

A: Stacey: First of all having help articles and FAQ for those reoccurring questions. Sometimes we try taking it to a DM, but that doesn't work if they don't follow your account back. We also will reach out to our influencers to help spread the word.

Q: How do you handle all the incoming complaints on Twitter?

A: Stacey: We've split our Twitter accounts into our company handle and a help channel. We get so many inbound tweets that having a separate handle has really helped organize where all our support needs to focus.