Brands building a presence in social media have to manage the comments and responses. It can seem overwhelming, indeed if your company hits a crisis it may be overwhelming. A response matrix is a simple tool that can reduce the pain of responding to social media responses. It still relies on the expertise and good judgement of your social media or webcare team, but it guides them and simplifies training.
Step 1 Analyse Types of Responses
To create your own response matrix think about all the types of responses you might get across your social media channels. There are five generic types of responses you can use as a starting point.
- Positive any thank you, or kind remark from one of your customers.
- Question it’ll have a question mark on it
- Error a statement about your products, service or company that is factually incorrect
- Negative a complaint about your product, service, company etc
- Troll someone who is posting in order to stimulate a reaction from you
Step 2 Define Your Response
For each type of comment or post you receive define the way in which to respond. I’ve given generic examples below.
- Positive thank the contributor
- Question answer the question, even if that means sourcing an answer from another part of the company – remember the customer does not care about your organisational structure
- Error correct the facts, acknowledge any frustration
- Negative solve the complaint if possible, explain if not possible
- Troll monitor and do not respond
Step 3 Detailed Actions
You will need to go into more detail on the action steps for some posts. For example if a negative post is a product complaint you will need to detail the actions to be taken to correct the issue, and the actions may depend on whether the product is under warranty or what sort product it is.
In general customers expect a fast response on social media, KLM are responding within 7 minutes on twitter today. However there may be specific “hot” issues that your web care team need to refer to other teams. Work with those teams to make sure that quick responses are possible.
If there’s a common complaint you can even create a standard text. Many years ago I worked for a Dutch company whose legal name included the word “groep”, which is Dutch for “group”. Periodically we received comments from people stating that we had spelt group incorrectly – we had a standard text to use as a response for that, it began “thank you for being so observant…”
Step 4 Combine into a Flow Chart
Your final response matrix should be a decision tree, a tool to help your web care teams act on customer posts on social media. This is a massively simplified generic version, but I’ve collected real versions published on the internet on a Pinterest board shown below.
Step 5 Publish and Train
Publish your social media response matrix, itTrain your web care teams on your response matrix, they need to;
- correctly and consistently evaluate the posts
- use the defined process to respond
- use a consistent tone of voice, which might be more informal than your usual corporate voice
I recommend a regular review of actual cases handled using the response matrix to ensure that it is covering all relevant issues – a tool that is not relevant will not be used. A quarterly review as a minimum, but you might want to use a higher frequency in the first phase.
Effective response relies on the web care teams using good judgement, the response matrix can’t replace that, you can never define every possible response.
Good luck creating your response matrix, and if you publish it online give me a shout, I would love to pin it.