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About Social Pros Podcast:
Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.
Our purpose? Making sure that we speak to real people doing real work in social media.
Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Oracle, and dozens more, staff, operate, and measure their social media programs. With 500+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.
Thank you to our sponsor ICUC Social.
Follow Social Pros on LinkedIn.
To inquire about becoming a guest, please email Leanna Pham at leanna@convinceandconvert.com.
Apple Podcast Reviews:
The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!
@Arlie KThis is absolutely an awesome listen for anyone in communications or social media!!
@Will31CThis podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!
@Simonstone95Love the podcast - informative, in depth and spot on for any business size.
@MissTriathlon
Lisa Blackshear (Sr. Vice President of Communications, Digital Media at Comcast) joins the Social Pros Podcast to discuss managing a social care team.
The Future of the Social Care Team
It is definitely not a secret to consumers that social media can be a powerful way to engage with their favorite brands. Be it through comments, reviews, tagging, or direct messaging, customers are able to rave about their favorite products, discuss problems they’re having, and ultimately, get the attention of businesses. It is this dynamic that has led to the rise of the social care team.
Much like the traditional customer care or customer service teams, the social care team is in place to engage with, help, and resolve issues for customers through social. What Lisa Blackshear and the social care team at Comcast have figured out is that when it comes to these interactions, the same premise applies that governs all good interactions on social: customers want genuine, human interactions.
For Comcast, this means giving their agents license to break the script and match the conversational tone of the customer they are dealing with. This is within reason, of course, but if a customer is using very casual or emotional language, they certainly don’t want to experience dry, all-business responses. By meeting your customers where they are and engaging with them on their terms, you can foster better connections and build greater trust in your brand, even when you’re discussing a problem.
In This Episode
- 06:29 – How Comcast scaled up its social care team to over 400 agents.
- 10:26 – How customer expectations have evolved with social engagement.
- 16:09 – How the social care team at Comcast adapts to their customer’s tone to interact on a more personal level.
- 21:49 – How to coordinate multiple touchpoints with customers from a customer care standpoint.
- 30:14 – How to utilize insights gained from customer interactions.
- 33:51 – How to coordinate between the social care team, communications/PR, and branding.
Quotes From This Episode
“We’re still tweaking and refining every day because you have to have a stomach for change.” — Lisa Blackshear
“The stress of knowing that you’re speaking out loud in front of everybody takes a different kind of skill.” — Lisa Blackshear
Resources
- Get the new State of Marketing report for free from Salesforce here.
- Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here.
- Follow @ComcastCares on Twitter here.
See you next week!
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