Social media is the online version of who you are offline. When customers reach out to you on these channels, they expect the same customer experience as if they were right in front of you. How you interact with them face to face is how you should interact with them online too. We often let technology intimidate us into thinking that we need to create a different persona, but the only person you need to be is the authentic and genuine you. It’s you that your customers love, and it’s you that people expect to have access to here. Social is your global customer service representative. Make sure you’re listening, engaging and helping.

Be Unscripted
Great customer service is rarely scripted, and should always focus on helping people. Your best people helping others is always a good strategy. Scripts are helpful as a guide, and to answer some basic questions, but always allow and empower going off script when appropriate and necessary. Even if they don’t have all the answers, give them the opportunity to begin the conversation. Your customers will appreciate the fact that you recognize them as a person and not just dollar signs. Social isn’t telemarketing so throw away the script when you can and speak from the heart, or at least your gut. Listen and help.

Be a Great Listener
People want to feel important, listen to them. Really hear your customers’ comments, questions and problems and engage with them. Don’t use some canned, generic junk that has no meaning. Empower yourself and your employees to really mean it when you ask, “How can I help you.” Provide the customer experience they expect from you. Authenticity builds trust and listening helps create that foundation.

Be Human
We often segment our customers into two categories, B2B and B2C, but we should focus instead on just one, H2H as Bryan Kramer refers to it, or Human to Human. Kramer says that we need to “find the commonality in our humanity, and speak the language we’ve all been waiting for.” Don’t speak to people as a brand, but as real people. People don’t want to make relationships with brands, they want relationships with people, and social gives you the opportunity to connect with your customers the same way you would if you were with them face to face. Social media is just an extension of communicating in real life. Be the human you.

Social is not only an opportunity for your customers to get to know you better, but for you to get to know them so much more intimately. This is your chance to create those one-on-one, long-term relationships and rise above the noise of your competitors. Be the real you that people love offline and you will be successful online.