Support Managers: 3 Best Practices for Social Media Customer Service!

“On average, consumers tell 9 people about a good experience, where they tell 16 about a negative one.” *

Social Media is growing and it was never as easy as today to reach out to your customers, and for customers to reach out to you. Make your users happy with an extraordinary customer service experience via social!

I, as Head Of Social Media Support for a big tech-company and student at the #SocialMktg MOOC by Northwestern University, will inspire you with two outstanding articles and 3 best practices to improve your relationship to your customers via social media.

Article 1 – Providing Great Customer Service Through Social Media

by Zendesk

Zendesk sees that customer service expectations are rising – that is why it is crucial to meet your customers where they are, which is more and more often in the social web. Social media are used by discontent or even angry customers to escalate a problem to a service provider. The article further states: Your job is to listen to those people, make them feel understood and find a quick solution for their problem. It is likely that this will turn the previously bad user experience into a good one through exceptional social care, which probably make the affected user share that experience with his or her peer group.

Read more about how to handle different situations in social media care in this article by Zendesk.


Article 2 – How to Deliver Exceptional Social Media Customer Service

by Dara Fontein for

Social care is more an more relevant not only for teenagers and young adults, but also for people across all ages, countries or income levels. The article gives a good overview on statistics like what are users expecting concerning customer services and general, who is using social media and why. It also gives tipps on how to handle support requests, like answer in a timely manner and add value to the customer service experience.

Find more tipps and tricks in this article on Hootsuite’s blog.

After Studying Those Articles, I Have 3 Best Practices for You:

  1. Start Listening Now!

    Take customer feedback on social media seriously, appreciate it where it is due and help your customer out, if he is angry. Let your customers feel that they are your top priority!

  2. Act Timely!

    If you receive feedback or complaint on social, react as quickly as possible – best within an hour. People reach out via social because they expect to get a quicker answer than by classical customer services – don’t disappoint them!

  3. Be Transparent!

    Negative feedback is always a bummer, but don’t hide those posts on your timeline unless they are really inappropriate. Customers will get suspicious when they see only positive feedback or realize their message was deleted. Make lemonade out of lemons and handle negative feedback as professional as positive one & turn it into a nice user experience!

Ready to rumble? Make your users happy and don’t waste time – start immediately with the setup of your awesome new social media support team!

quadratMy name is Feli and I am the Social Media Support Manager at a large tech company, study Journalism and work as illustrator, blogger and free journalist in Hamburg, Germany.
I also do the #SocialMktg Specialization at Northwestern University through Coursera.



How to Advertise a MOOC with the tight Budget of 1.000 Euro

There are many people out there who want to take the next step on their career ladder, and the number one thing that will help you with this is: Education!

The Digital and Social Media Marketing Course is going into round 2 and needs a better marketing campaign. The budget it tight: 1.000 Euro for all. How do we do this?

1. Define your Buyer Persona*

(*This is just fictional since we don’t have the demographics of the course participants)

Meet Louis, one of the Buyer Personas for this MOOC:


  • Age: Between 18-40
  • Location: Worldwide
  • Educational background: Higher
  • Interests: The digital field; internet; social media; online media
  • Motivation: The Buyer Persona wants to succeed in their profession or change the field. He/she hopes to improve her chances at the job market. Maybe he/she wants to climb the next step in the career ladder. He/she needs something she can learn besides his/her daily working routine, maybe in the evening. The Buyer Persona wants to learn at home.
  • Objections/Concerns: He/she is not sure about the quality of the education and/or the certificate
  • Possible Search Strings at Google etc.: “free online social media marketing course” // “free online mooc social media” // “online mooc social media” // “learn social media marketing” // “social media marketing certificate”

2. Check out the Competition

Bildschirmfoto 2015-11-02 um 18.56.13

You see that there are – of course depending on your location – a lot of competitors in this field.

The next assumption is: The CPC will be very high in this field which makes it difficult for tools like Google ads with such a small budget.

I checked it at and got the following results:

Bildschirmfoto 2015-11-02 um 18.59.09

The CPC is around 7 Dollars. So: That won’t work!

3. Social Media Could Be the Key

Since we cannot buy new users via AdWords or similar we need to think about new ways. We need to create content that is crucial and engaging for our target audience. Possibilities:

  • A video: Let’s create a funny and engaging video that will go viral. It should not be too professional since it has to be cheap. We could say: 20 seconds, 500 Euro budget.
  • This video will be embedded into an engaging Facebook-post which will be boosted via Facebook ads into the timelines of people who are affine to marketing related topics. We could spend 400 Euro on this.==> The video will reach our target group and hopefully will be shared by the people. To motivate the people to share the video we could say: We will draw 3 of the sharers who will get the certificate for free.
    ==> The video will be hosted on Youtube from which people can share it at Twitter, LinkedIn and many other relevant social networks.
  • The last 100 Euro can be used for direct e-mail marketing within our existing mailinglist of users who were interested in other MOOC & some new users.

Risk table:

Risk Kopie

Gantt chart:

Bildschirmfoto 2015-11-03 um 00.31.35


This was for the #passion4digital task #4.

So, the deadline was extremely tight. I know I could do better but I did not expect the deadline to be in the same timeframe as week 3, woah. No time, no time, I am so sorry.

Nevertheless: What do you think anyways? 😉

Developing a Buyer Persona with Jimdo as Example


What is a Buyer Persona?

“A buyer persona tells you what prospective customers are thinking and doing as they weigh their options to address a problem that your company resolves.” (Source)

It is a imaginary, prototyped person that describes a certain group of people, based on a detailed profile that describes the social, economic and workbased surroundings that person lives in. It also explains the motivation of that person which helps you to target your audience in a controlled and specific way.
As previously said, that person is a prototype from which a company assumes that he or she could be interested in the product or the service.

The more accurate the profile of this buyer persona is, the better one can adjust the content and/or marketing strategy to that group of people.

If you look at the B2B sector, the buyer persona usually is a person in a specific job position that allows him or her to make the decision to buy the product/service advertised. In B2C industries it is usually a person who needs the product for him/herself.

How Do I Develop such a Buyer Persona?

When you decide to develop a buyer persona you can use tools as or you do it by yourself.

Important points are:

  • The Motivation: What makes a Buyer Persona buy certain products or services? Which problems do they need to be solved?
  • Problems: Which problems does the target audience have in her daily routine?
  • Role: What role does this person have referring to the ability to make a buying decision?
  • Influence: How can you influence the Buyer Persona?

To answer those questions you need a more detailed approach and a profile which may contain the following aspects:

  • age
  • gender
  • location
  • interests
  • educational background
  • the work profession
  • hobbies and interests
  • The buying motivation and concerns

The more information you can gather, the more exact your profile will be and the more likely it fits the interests of that group of persons!

Hey, my Name is Jill!
Developing a Buyer Persona for Jimdo

Jimdo is a Hamburg based provider for a easy to use content management system. Many small businesses use the online shop function and artists, designers etc. use the service to showcase their work. They have a lot of different target groups and I just will focus on one.


This is Jill, a 29 year old photographer from Munich/Germany. She loves the internet and social media but is not able to code a website on her own. She needs a fast and affordable website solution in a nice and easy to handle modern design. It also should be possible to connect with her Facebook Fanpage and Twitter.

Jill asks other photographers and gets some recommendations, one is mentioning Jimdo as a cheap and easy way to achieve her goal. She has some objections concerning the image quality and the handling, that is why she starts to google strings like:

  • easy homepage builder
  • online portfolio
  • website cms
  • cheap homepage
  • cheap portfolio
  • photography portfolio
  • website builder photographers
  • comparison jimdo squarespace
  • jimdo review

She lands on some pages with reviews and starts to read. Eventually she decides for Jimdo because she heard of the great and personal support they offer – something that is very important to her. The price of 90 Dollar/year is also an important point – she just started her career and cannot afford a highpriced solution.

Eventually Jill will become a Jimdo customer after she booked a 14days-trial.


This was the #passion4digital Assignment week 3

Can you imagine other buyer personas for this website builder? Do you think Jill is a good example?

I am happy to receive your comments! 🙂

Week 2 Assignment: Case Study Jimdo

I’m an illustrator from Germany, and to be successful in my business it is important to have an interesting online presence, consisting of different social media profiles, a blog and – of course – a nice portfolio website.

For the last one I use the Content Management System Jimdo, a company from Hamburg. That’s why I decided to use this company as a case study.

The Buyer Persona

The main target group are freelancers, small businesses and online shops.

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.(Source)

A Buyer Persona for Jimdo could be:

Young freelancer, female, 32 years old, owning a small business – selling handmade bags via the Jimdo online shop system. She has a normal income, is married and has a child. She likes the internet and social networks but is not a pro in these things.

The Product

Jimdo has three different subscription plans:

  1. JimdoFree, which is – obivously – free to use.
  2. JimdoPro which costs 60 EUR/year
  3. JimdoBusiness which costs 180 EUR/year

How To Engage With Prospects

Since the target market is very internet-oriented, there are several good opportunities to connect with possible customers:

  1. A Facebook Page
    A Facebook page is the perfect spot to connect with the customers. Jimdo has a Blog and on a Fanpage there are a lot of possibilities to let the target group engage with the blog content.
  2. A Facebook Group
    Jimdo is a very service-oriented company. A Facebook group would be a convenient way to give great support and create an awesome user experience. Also the customers could engage with each other what could create a nice surrounding for possible positive testimonials.
  3. Twitter
    Twitter is a quick and direct social network. You could also link the blog posts here and use Twitter as a quick tool to escalate support related questions directly and efficient. Plus: Good content and nice customer experiences can be shared by the engaged individuals ==> Brand advocates!
  4. Instagram & Pinterest
    Since the target group contains many freelancers among which are many designers, photographer and artists, Instagram and Pinterest would be a great platform to engage with those recipients.
  5. The Blog
    Jimdo as a website builder has a community which is very interested in one topic: Webdesign. With a blog you can provide high quality content for this topic and build a strong community around the brand.
  6. Online Advertising
    There are a lot of possibilities here, e.g. paid Social Posts, Advertisements on websites and blogs, Google ads etc.
  7. SEO
    Search Machine Optimization for the most relevant keywords and -phrases is – of course – crucial here. If you provide high quality content which is search engine optimized, you will get a lot of traffic on the websites – which means a bunch of possible new customers!
  8. Offline Advertising
    To strengthen the brand awareness it is also important to meet the target audience in the offline world. A good choice would be TV commercials or presence at conferences etc.

Do you know Jimdo? What do you think would be other interesting ways to engage with the customers? I am happy to receive your comments! 🙂

5 Things to Consider in Your Digital Marketing Strategy

When you come to the decision to push your brand to the next level with digital and social media marketing, there are a few things that are pretty good to get a first impression of  your upcoming tasks:

1. Start with a SWOT Analysis

If you want to build a marketing strategy you first have to check where you are at the moment. One easy and efficient tool is the SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats. Be honest and look at the status quo of your company or project. What are you good at, where are your weaknesses and how could they be turned into strengths? Do you see any opportunities lying in front of you? Also important: What are the threads you are facing at the moment?

2. Define your SMART Objectives

SMART-objectives are a crucial tool to define the direction your company or project will head to. An objective in general is a specific, measurable and realistic result you plan to achieve in a certain timeframe, e.g. a business plan for a year. Saying “I want to improve our social media performance” is a meta objective, but not a SMART objective – that would be something like: “I want to raise our Facebook followers by 4% within the next four months.”

SMART is an abbreviation and can mean: Specific, Measurable, Achievable, Realistic and Timely. While the translation of the first two letters appears consistent in literature, you will find other versions for the letters “A R T”, eg: Attainable, Relevant and Time Bound.

3. Check your Status Quo with the Digital Maturity Model

digital maturity model1With the Digital Maturity Model you have a scale on hand with which you can assess your company’s current place in the digital world.

Level 0 says that you don’t have any (controlled) web or social media engagement.

Level 1 means that you have a website with which you “broadcast” information to an audience.

Level 2 says that you have evolved to a 2-way communication with online tools like a Facebook page or similar.

Level 3 means that you are fully transformed to a digital company style which also refers to your internal company organization.

Level 4, or “the Future” says that you use visonary co-production and co-design.

4. Understand How the Customer Makes a Purchasing-Decision

2011 Google introduced the Zero Moment Of Truth as a new marketing model. It follows a customer’s journey from the moment a need occurs till the moment he decides to buy your product or services:

  1. The Stimulus: A problem occurred and the prospect customer needs a solution.
  2. Zero Moment of Truth (ZMOT): He starts to research. This is a moment where you as a service provider or shop don’t know that this customer exists.
  3. First Moment of Truth (FMOT): The prospect identifies a product or a service.
  4. Second Moment Of Truth (SMOT): The prospect first becomes your customer by purchasing your product/service, afterwards he will be a consumer by using it.

5. Check your Brand-Equity and Set a Goal

Your brand equity is crucial for your success. It measures the commercial value that derives more from your consumers’ perception of your brand than from your product or a particular service itself.

To stand out from your competitors you have to create a memorable brand for your target group. Important factors are communication, trust and transparency, and the more you can reach and bind your consumers on an emotional level, the better:

  1. Check your target group
  2. What are your brand messages and values?
  3. Develop presence in the relevant networks
  4. Engage with your audience via campaigns
  5. Measure your engagement and learn from it


Note: This blogpost was an 500-700 words assignment for the Introduction to Digital and Social Media Marketing: