Your customer could have connected with your Page for many reasons. For instance they could have connected so that they get privileges in terms of discounts, or to be the first to know on new arrivals or new launches. They could join your Page to perhaps know and connect with similar minded people in case of professional interest or causes and social issues. And so on.
What about this situation: They may also join because they could be fed-up with the current customer care that they have called a numerous times and have not received any answer.
When your customer connects with your Social Media site it is all part of customer care. You need to gear up and empower your Social Media team with the relevant knowledge. Be careful your Social Media Page should not be a page full of apologies and asking people to send an email with complete scenario of problem or asking them to call on the customer care number. There are times when you may go on Twitter for instance and view certain business houses - you could come across an entire stream of 'we are sorry to hear this, please send your email to ....'. This kind of approach only in dire situation is justified. However if your entire Page is seen in this manner then the customer or target audience will loose interest. Your Social Media personnel should have the power to address issues.
For this it is important that you have an action plan sorted and well laid out. Naturally if there is a product defect then your Social Media personnel cannot rectify this over the internet. Hence you need to have an escalation matrix back at your drawing board. Thus all departments should be informed and infact trained on the Social Media plan. They need to be explicitly informed that they are to act when the Social Media person forwards to them a request / advice / concern / complain. This is serious information and they need to take steps towards it. Secondly they need to revert back with proper details post the steps taken. The reason being the Social Media personnel needs to inform openly [ofcourse dependent on situation] on the same platform as the complain was received the steps that are taken.
Is your organization ready to take up this challenge? Share your views here.