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Bridging the gap between social media marketing and customer care
Journal of Brand Strategy,
11
(2),
128-136
(2022)
Abstract
Many businesses either moved online for the first time in 2020 or expanded their online presence to maintain customer engagement during a time of social distancing. Individual customer-facing teams — from sales and marketing to customer care — found new ways to connect with and serve customers online. Post pandemic, customer preference for digital engagement has persisted. And as the dust settles on the hastily built digital workarounds, brands are now looking for ways to create more consistent customer experiences by integrating strategies across individual teams. This paper examines the benefits of integrating social media marketing and social customer care activities and presents a simple framework to help brands integrate strategies effectively.
Keywords: Hootsuite; social media; social messaging; social customer care; social customer service; customer experience; digital brand strategy; digital marketing; contact centre
The full article is available to subscribers to the journal.
Author's Biography
Göran Van Hese is Director, Customer Care Solutions at Hootsuite and former Head of Product at Sparkcentral. He joined Hootsuite when social messaging platform Sparkcentral was acquired by Hootsuite, one of the early pioneers in social media marketing and management, in 2021. During his career, he has guided some of the world’s most trusted brands to find success in the ever-changing world of customer care across various industries, including insurance, technology and hospitality.
