Perhaps one of the most effective ways to market your business on social media is to use it as a customer service tool. The benefits include being able to publicly respond and alleviate any negative feedback or issues and it shows other potential customers that they’ll have a direct line to you.

As Business Journal reports however, great customer service, which in turn means great PR for your business, doesn’t happen by accident. It takes planning and effectively executing that plan.

That all starts simply enough by having the right people in place. If you want great customer service, you should employ a staff capable of humanizing your social media presence while staying within your desired message. Second, in order for them to execute your plan, they have to know what it is. You should clearly define and spell out how quickly they should respond to messages and a plan of action of how to deal with them.

While building your customer service practices, be sure to measure how well you’re doing just as you would study analytics for new ad campaigns. If your customer service isn’t bringing you more customers or more repeat business, you need to change something.

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