Deciphering customer insights on Social media can be tough. The volume and frequency of social information can be overwhelming and hard to keep a tab on, and that makes monitoring and responding to customers very difficult at times.

However, one must remember, social customer service is very important.

As per VB Insights, there were over 879 million customer complaints on social media in 2014.  It proves that customers are vocal on Social Channels and companies need to listen, analyze and act upon those complaints. A company should employ its social customer service team track the right things to keep up with social traffic and respond accordingly. Here’s what the team should be tracking:

1. Keywords

Tracking and monitoring keywords allow a social customer service team to spot trends and respond to Feedback pronto. When the same words or phrases keep popping up, there must be a reason.

Whether customers are experiencing issues with a certain product or they are very pleased with a new feature, it is important to be in the know of common threads so you can address the feedback quickly and make any required changes at the business level.

2. Tone

It is important to take note of the tone a customer uses in their feedback. This can be mainly challenging when it comes to social media. Finding the ironic or sarcastic tone so frequently found on social channels can be hard when people are sorting through feedbacks quickly. But one has to understand tone to decipher each piece of feedback.

This can be done using sophisticated text analytics technologies that can automate the process of deciphering tone.

3. Emotion

Social customer service teams also need to look out for emotion. Social channels such as Twitter and Facebook are emotionally stimulating platforms where people convey personal opinions, share stories, and engage with others.

It is one of the few places where companies can access spontaneous and totally candid feedback from customers, which helps companies better understand wants and requirements of their customers. It will also create a better customer experience and build a deeper bond between the company and its customers.

4. Frequency

A social customer service team should also track how many customer service issues are coming in through social channels each month, their level of severity, type of issues, and the follow-up action taken.

It is also important to track positive mentions and feedback so the company can know what’s working well and what customers are most excited about. It can also help companies keep a track of the trends and change their social customer service strategies accordingly.

5. Response Time

Finally, it is important to track how long it takes a social customer service team to respond to feedback and the average time taken to resolve an issue. There is a lot of information that the team is tracking on a daily basis and social feedback is flooding in all the time. But addressing and resolving that feedback in a timely matter is the most important step. It keeps customers loyal and cuts down on attrition.

So a company should make sure that their social customer service team monitoring response time and constantly working to address feedback as quickly and accurately as possible.