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The latest thinking from Eckoh

Social media: why you should be all ears
Thursday, 21 February 2019

Social media is great for shouting about new products and services. But how well are you using it to listen to today's customers and engage with them on a personal level?

Social media all ears 900

Who's influencing who?

Consumers mainly use social media to stay in touch with friends, keep up with news, fill spare time and share funny content.[1] No surprises there, of course: A million kitten videos can't be wrong.

But beyond the latest Facebook memes and Twitter storms, serious conversations are happening: 30% of users will be sharing their opinions, while 29% are researching finding products to buy.

Then there are all those important conversations that your company could be influencing but doesn't know about: People asking for advice about your kinds of services, aggrieved users complaining about your company with good reason, or moaning about your competitors, which could give you an opportunity to step in with special offers.

The danger for organisations is that they either don't get involved and miss out or they get sucked into the vortex and waste a fortune trying to superhumanly tame a social media monster.

So is it even possible for engagement to be meaningful, timely and yet remain cost-effective? Fortunately, Eckoh has come up with a solution that answers this dilemma head-on.

Rapid response

Today's social media users often have short fuses. For example, 72% of Twitter users want a response from brands they complain to within less than an hour.[2] However, Social Agent means you can be quick off the mark and can easily meet this demand!

This tool enables your contact centre team to see all your social profiles and comments in one place. It's a great way to improve service levels, save customer relationships, win new sales, and demonstrate you treat users seriously.


Don't imagine that all the conversations about you will be happening on your channels. You could be looking at the tip of the iceberg. Apparently, 96% of people that discuss brands online do not actually follow the brands’ own profiles[3]. To be part of this bigger conversation, you need something like Social Media Monitoring.

This service keeps track of everything spoken about your brand virtually anywhere online ... across social media, news sites, blogs, forums and other places in 160 languages and you can see it all in one place. It's easy to spot which new issues, comments, photos and videos are getting a big response. You can also see when your services are being criticised and so respond quickly before anything has the chance to escalate.

Why it's worth it

Social media also has some huge advantages that make it ideal for customer engagement. Here are five that spring to mind:

#1: It's personal: Customers love being treated as individuals, so messages from a brand that engage with their personal profiles direct to their phones really mean something.

#2: It's constant: While the non-stop nature of social media creates challenges for companies, it also creates ways to attract followers, remain in people's minds and stay close to them.

#3: You learn a lot: Hearing customers spout off about your services can be painful. But it's a fast way of hearing about any issues that suddenly kick off.

#4 It’s efficient: You can listen AND respond in real time in one place.

#5: You'll win praise: Often, when contact centre agents turn around situations for individuals, the great work goes unnoticed. But not on social media you get the credit in public. Users also share good experiences with their followers.

Put simply, social media channels shouldn't be seen as merely a nice-to-have or a place where marketing types just post pretty pictures on Instagram. It’s where serious engagement must take place because it's where users choose to be. If they're reportedly on their phones every 12 minutes on average, then your brand must be there too ... and listening intently.

Discover more

Watch this video to see how social media tools can fit snugly within a wider, omni-channel engagement strategy. Meanwhile, our guide on Omnichannel Engagement also answers five key questions for companies that want to provide customer-centric experiences.

If you'd like to talk more about this or any other issues relating to Omnichannel or Self-Service solutions then give me a call on 08000 630 730 or send me an email at This email address is being protected from spambots. You need JavaScript enabled to view it.


[1] 'Top 10 Reasons for Using Social Media' - Globalwebindex (Jan 11, 2018)

[2] '72% of People Who Complain on Twitter Expect a Response Within an Hour' - Hubspot

[3] '121 Amazing Social Media Statistics and Facts' - Brandwatch (Jan 2, 2019)

[4] 'Americans check their phones 80 times a day: study' - New York Post (Nov 8, 2017)

About the Author

Ross Sampson

Ross Sampson

Digital Transformation Specialist

Ross is a results-driven sales and marketing professional with 35+ years of corporate multi-national offline and online sales and marketing, brand awareness building, communications and business development experience, SEO and Digital Transformation

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