The Facebook Customer Service Challenge for Brands
Managing customer service on a Facebook Page is a messy proposition, particularly for large businesses and brands. Increasingly impatient customers and fans are flocking to the Facebook Wall to fire off specific questions or complaints about product and service issues, with the expectation of receiving a rapid-fire satisfactory response and the threat of making a big stink across their social networks if they don’t. Plus, the exchange happens right out in the open for all to see. How can brands cope?
From discussions on scaling staffing coverage to evaluating when to respond and the right tone to take, our panelists will share their experiences, hiccups, and words of wisdom for carrying out good customer service in the challenging Facebook environment.
Bryan Person is the Director of Social Insights at Social Dynamx, a cloud-based software company focused on transforming customer support in the era of social business.
Bryan is also the founder of the Social Media Breakfast (SMB), a series that brings together people who are interested in teaching, sharing, and learning about social media. The SMB series began in Boston in August 2007 and has spread to more than 45 cities around the world.
Bryan lives in Austin, Texas with his wife and two children, and is a diehard Boston Red Sox fan.
Eric Ludwig is the VP of Sales & Marketing, GM US Consumer business at Rosetta Stone. Before joining Rosetta Stone, Ludwig was President & COO of Peekyou.com, a People Search start-up based in NYC. Prior to that, he led AOL’s Search Engine Marketing (SEM) program, where he managed one of the largest PPC budgets in the world. Since 2007, he’s leveraged hundreds of millions of dollars in Search and Social spend to drive growth and engagement at AOL sites like MapQuest, Moviefone, and AOL News. Ludwig also led AOL’s Renewal and Payment Marketing team, a $200 million P&L tasked with retaining AOL’s most-at-risk customers. Early in his career he worked in research and product management at NASA’s NTTC and at VeriSign, and led marketing efforts at start-ups such as CustomInk.com, ThinkGeek.com, and Procapslabs.com.
As the Director of Community Programming at LiveWorld, Mark manages online communities and social media programs for Fortune 1000 companies. With more than 15 years of industry experience, Mark has had a hand in developing strategy and implementing programs for Walmart, Kraft Foods, QVC, HBO, Proctor and Gamble, Johnson & Johnson and the NBA, among many others.
His insider's view of a broad array of social media programs gives him a unique perspective on the challenges and opportunities for brands evolving towards a more social experience with their customers.
Mark is also a long-time theater actor/director/producer who wears a cool hat, and sings Secret Agent Man in karaoke bars.
As Director of the AT&T Customer Care Social Media team Molly is responsible for the team that monitors and assists customers through social media.
Molly has been with AT&T for 18 years and has several years of customer service and management experience. Molly has a B.S. degree in Marketing from University of Central Florida.