I came across this phrase in one of Tamar Weinberg’s posts about using Facebook for business & marketing and it really stuck with me. This statement captures a unique point where traditional and progressive business mindsets find harmony. I am a huge proponent of providing high quality customer service, subscribing to the old business philosophy “it’s easier to keep an existing customer than find a new one” as a founding principle for my work. However, a lot of business owners I have spoken to are so caught up in marketing to new customers –increasingly using social media- they have overlooked providing their existing customers with impeccable service to maintain their business. Weinberg’s philosophy though, brings attention to the potential relationship between marketing and customer service in a social media world. In the age of “Yelping,” “checking in” and “liking” marketing and customer service are becoming more and more mutually inclusive.

Establishing a traditional customer service approach – follow up calls, service support, frequent user incentives – can now result in the customer expressing appreciation on social media sites like Yelp, Facebook or Twitter. A positive review or endorsement on any of these sites can help build new customer awareness of your products and services. Or, you can incorporate customer service initiatives in your social media marketing strategy – promote incentives for people who “check in” to your store, maintain a Twitter presence to monitor Twitter feeds to address anyone’s complaints, create a Facebook page that encourages customers to provide feedback (good and bad) – all of which can strengthen your relationship with existing customers; ideally, a satisfied customer will then spread their praise to friends continuing the mutually beneficial relationship.

Good customer service is good social media marketing; keep this in mind as you continue to pursue new customers and provide stellar service to your existing customers.