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Bridging the gap between social media marketing and customer care

Author

Listed:
  • Hese, Göran Van

    (Sparkcentral by Hootsuite, Kempische Steenweg, Belgium)

Abstract

Many businesses either moved online for the first time in 2020 or expanded their online presence to maintain customer engagement during a time of social distancing. Individual customer-facing teams — from sales and marketing to customer care — found new ways to connect with and serve customers online. Post pandemic, customer preference for digital engagement has persisted. And as the dust settles on the hastily built digital workarounds, brands are now looking for ways to create more consistent customer experiences by integrating strategies across individual teams. This paper examines the benefits of integrating social media marketing and social customer care activities and presents a simple framework to help brands integrate strategies effectively.

Suggested Citation

  • Hese, Göran Van, 2022. "Bridging the gap between social media marketing and customer care," Journal of Brand Strategy, Henry Stewart Publications, vol. 11(2), pages 128-136, September.
    • Handle: RePEc:aza:jbs000:y:2022:v:11:i:2:p:128-136
    as

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    More about this item

    Keywords

    Hootsuite; social media; social messaging; social customer care; social customer service; customer experience; digital brand strategy; digital marketing; contact centre;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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