If You Can’t Serve on Social Media, Please Don’t Use It to Sell

It’s easy for businesses to ask for people’s money during the holiday season.

You know what’s not as easy to do? Provide epic customer experience and service during the holiday season, because that takes real strategy, execution and manpower during a time in which employees want time off to spend with their loved ones (which is totally acceptable).

But you know what’s not acceptable? When businesses ask for people’s money during the holiday season, and then have the audacity to tweet out a message like this:

Do you think anyone really cares that you’re backlogged, or that you’re truly sorry? Absolutely not.

If you can plan your inventory, advertising and promotions for the holiday season, there’s no reason why you can’t plan your customer service as well.

Of course, this is part of a bigger problem — a problem that many businesses often complain about: the notion that social media is a 24/7/365 game.

How can I possibly provide customer service 24/7/365, they argue.

Certainly, it’s unreasonable to expect a business to offer customer service via social media during the wee hours of the night.

But if you post content and run ads on social media seven days a week— content and ads that are clearly asking for people’s time, attention and money — I and every other consumer expect you to provide customer service seven days a week as well.

Otherwise, please stop posting content, running ads, and asking for our time, attention and money when you’re not available to have a two-way conversation.

Because that’s the point of social media.

Josh Hoffman (better known as Social Media Josh) is an international social media consultant, instructor and speaker, as well as the creator of The Social Media Freelancer (a digital hub exclusively for current and aspiring social media managers, consultants and strategists who want to build or boost their freelance business).

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