The Federal Trade Commission received 1,655 complaints about Facebook in 2012 — down from 2,171 in 2011, but up from 1,381 in 2010 — but what were people complaining about?
Last week, the owner of a social media consultancy contacted me via LinkedIn to ask for tips on “articulating her Facebook pitch” to prospective clients. She has many clients, she said, who aren’t convinced that they need to have a presence on what is still the most popular social network. This woman clearly knows her stuff, so her inquiry made me realize that even though Facebook has such a dominant presence, many businesses still do not see its full potential.
Chat may soon be where it’s at for small businesses that are confused about Facebook’s myriad advertising and marketing options, as TechCrunch reported that the social network is testing a system from Salesforce.com that allows page administrators to contact its customer-service department via chat.
As demand for customer support on Facebook and other social networks increases, it will be increasingly difficult for companies to keep up. But appeasing customers will garner the customer loyalty they depend on.