These days, there’s little doubt that social media is plays a pivotal role in a brand’s marketing strategy. After all, with roughly 2 billion internet users on social networks and counting, there’s massive reach and resonance potential.
But couple widespread adoption with shifting consumer preferences and expectations—and the smell of major change is in the air. Social media is no longer just a marketing tool and a space to encourage positive engagement with your audience, it’s a customer service opportunity that deserves every marketer’s attention and action.
As Dan Gingiss, McDonald’s Corporation’s Senior Director of Global Social Media, told me in his Behind the Curtain interview a few months back: marketers need to stop thinking that customer service is someone else’s problem: