Why Read This
Many eBusiness and marketing professionals have embraced social media to support customer service objectives. Along with leveraging social media to increase customer satisfaction, deflect support calls, build knowledge bases, and support sales, Forrester now sees firms expanding social media support strategies to include more complex objectives of facilitating, resolving, and redirecting customers. As firms expand their social customer service efforts and objectives, they must untangle social media support from its origins in social marketing in order to align social support with overall customer service strategies. To ensure that both areas can maximize their efforts, eBusiness professionals must work with interactive marketing, public relations, and customer care departments to understand the distinctions between the goals, objectives, and execution of social marketing and social customer service.