We've all heard the buzz  over social Media Marketing (SMM) that has been steadily growing over the past few years. For those who have not been able to keep up with all the hype, here is a quick breakdown on how it works, and how you can use this great tool with customer service.

Social Media Marketing is the use of social networks, blogs, online communities, and other media sites for the use of sales, marketing, and providing customer service. How is customer service and direct sales marketing related?

The way we do business online has drastically changed over the past 3-5 years, especially the way we communicate online. This communication change also applies to the way we market our products and services.

Blasting your message as loud as possible through various marketing channels, with the same repetitive noise doesn't work anymore. In fact, it often has a negative effect when conveying a message for your product or service online.

The best way to get your message out and to bring loyalty and proper branding is through helpful communication, and this is why we classify good  customer service as effective marketing, especially when it is offered through Social Media Channels.

How then can we market effectively through customer service?

Lets say you are a dentist, and you know what the most common problems patients/customers have with your practice.  Here are a few examples the dentist can implement to provide EFFECTIVE customer support while taking advantage of social networks:

1. On your website, provide a list of commonly asked questions or FAQ's (Frequently Asked Questions) and provide helpful answers. What If your patients can't reach you after hours, and you have already introduced them to your website, the patient then can go to your site and get an immediate answer. This is a perfect opportunity for you to provide them with both the information they are looking for as well as the solution to the problem!
2. Create a video with these FAQ's and distribute them to various video sites. Now these don't have to be Hollywood style big budget films. The purpose of these films is not to entertain, but to educate and to be informative. These videos can cover various topics such as, "If you have a broken tooth, here is what to do until you can get in to see the dentist" or "How to relieve a tooth pain". Your goal to get them to come to your office can be accomplished by offering great answers to these questions or concerns.  You are also creating a feeling of "availability" which is reassuring to the potential patient.
3. Place a link to ONE of these video sites (such as YouTube).
4. Create a video page on your social networking account (such as Facebook), which also contains all these videos.
5. On your after-hours voice menu, mention your account or site they can visit for answers to your FAQ's.

Now these are just a few ideas to get you started. The "perfect" presentation is the one you customize for your clients.  No one understands your clients/customers better than you!

Remember, customer service doesn't always have to come through the end of a phone, or through an instant messenger. It's best received when it comes from the person of authority such as the dentist, who cab build trust and a deeper relationship with your clients.