Bridging the gap between social media marketing and customer care

Göran Van Hese
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Göran Van Hese: Sparkcentral by Hootsuite, Kempische Steenweg, Belgium

Journal of Brand Strategy, 2022, vol. 11, issue 2, 128-136

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.

Keywords: Hootsuite; social media; social messaging; social customer care; social customer service; customer experience; digital brand strategy; digital marketing; contact centre (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2022:v:11:i:2:p:128-136

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