How should brands deal with social care?
While brands have started to engage with customers on social media for marketing-related activities i.e. pre-purchase decisions, they are seldom prepared for social customer service i.e. post-purchase follow up.
Going about it requires a lot of clarity on various questions including:
- What sort of brands need to look at social care seriously?
- Should we prioritize whom to engage with -- if so, how?
- How can brands map social care to business processes/policies/functions?
- How do you measure ROI?