????社交客服將殺死可怕的電話樹(shù)

????客戶通過(guò)Twitter 和Faceboo向世界傳播“糟糕經(jīng)歷”的能力已經(jīng)改變了客服世界的生態(tài)。尼爾森公司(Nielsen)2012年的一項(xiàng)調(diào)查顯示，超過(guò)一半的客戶現(xiàn)在通過(guò)社交媒體尋求補(bǔ)救措施；與此同時(shí)，在Twitter上提出問(wèn)題或抱怨后，大約81%的用戶提出當(dāng)天就能獲得回應(yīng)。但在今年秋天，事情變得更加有趣：9月2日，英國(guó)航空公司(British Airways)乘客賽義德?哈桑斥資大約1,000美元，購(gòu)買(mǎi)了幾條“推廣消息”，猛烈抨擊這家航空公司弄丟了他的行李。鑒于有償社交媒體推廣現(xiàn)已成為客戶的新武器，從2014年開(kāi)始，各大航空公司、信用卡公司、銀行和其他累犯提供的糟糕透頂?shù)目蛻舴?wù)或?qū)⒆呦蚪K結(jié)。無(wú)窮無(wú)盡的電話等待時(shí)間和那些自動(dòng)化的“電話樹(shù)”（比如，“英語(yǔ)服務(wù)請(qǐng)按1，西班牙語(yǔ)服務(wù)請(qǐng)按2，您整整一個(gè)下午都需要等候接聽(tīng)請(qǐng)按3”）或許將被扔入歷史的垃圾桶。

????社交網(wǎng)絡(luò)內(nèi)容將出現(xiàn)在谷歌搜索結(jié)果頁(yè)面

????從一開(kāi)始，社交網(wǎng)絡(luò)就被有效地隔離在互聯(lián)網(wǎng)之外。比如，F(xiàn)acebook的海量?jī)?nèi)容通常不會(huì)顯示在谷歌( Google )搜索結(jié)果之中。但是否非得是這種情形？比方說(shuō)，Twitter搜索結(jié)果自動(dòng)出現(xiàn)在一個(gè)標(biāo)準(zhǔn)的谷歌搜索顯示頁(yè)面，豈不是更方便？再比如，當(dāng)你搜索Yelp時(shí)，為什么關(guān)于某家餐廳的最新Twitter消息沒(méi)有顯現(xiàn)出來(lái)呢？由于利益相悖，不同社交網(wǎng)絡(luò)往往把各自的內(nèi)容封鎖在專(zhuān)利保護(hù)墻之內(nèi)，但也有不少工具致力于創(chuàng)造性地彌合這道鴻溝。需要說(shuō)明的是，本文作者的公司已經(jīng)開(kāi)發(fā)出了這樣一種工具。

????準(zhǔn)備接收附近酒吧發(fā)布的微博廣告吧

????本地社交媒體廣告，即那些恰好出現(xiàn)在你的Twitter和Facebook信息流之中的廣告，在2013年爆炸式增長(zhǎng)。2014年，無(wú)論你愛(ài)也好，恨也罷，這類(lèi)廣告的規(guī)模只會(huì)變得越來(lái)越大。，盡管聽(tīng)起來(lái)有點(diǎn)讓人毛骨悚然，但特定位置定位技術(shù)預(yù)計(jì)將在來(lái)年出現(xiàn)顯著改進(jìn)。Twitter剛剛推出了一項(xiàng)面向特定郵政編碼區(qū)域發(fā)送有償消息的功能。比如，當(dāng)你走進(jìn)一個(gè)社區(qū)，當(dāng)?shù)鼐瓢?、干洗店和麥?dāng)勞(McDonald's)發(fā)布的“推廣消息”就會(huì)突然閃現(xiàn)在你的Twitter信息流之中。自2011年來(lái)，F(xiàn)acebook一直在采用這種“地理圍欄”技術(shù)。它能夠讓商家招攬臨近的客戶，這些客戶實(shí)際上可能也想獲得提供特別優(yōu)惠和特價(jià)商品的廣告信息。好處是，你可以獲得更多相關(guān)的廣告和推銷(xiāo)信息。缺點(diǎn)同樣是，更多的廣告。（財(cái)富中文網(wǎng)）

????本文作者瑞安?霍姆斯是社會(huì)關(guān)系平臺(tái)HootSuite公司的CEO。

????譯者：葉寒??

????Social customer service kills the dreaded phone tree

????The ability of customers to air their dirty laundry to the world via Twitter and Facebook has already changed the customer service game. A 2012 Nielsen survey shows more than half of all customers now turn to social media for redress; meanwhile, some 81% of Twitter users expect a same-day response to questions and complaints. But this fall, things got even more interesting: On Sept. 2, British Airways passenger Hasan Syed spent an estimated $1,000 to purchase several promoted Tweets blasting the company for losing luggage. With paid social media now in customers' arsenal, 2014 may mark the beginning of the end of abysmal customer service at major airlines, credit card companies, banks, and other repeat offenders, characterized by endless phone wait times and those automated "phone trees" (i.e., "Press 1 for English, 2 for Spanish, 3 to waste your entire afternoon on hold ...").

????Social media finds you as you browse

????From the beginning, social networks have been effectively walled off from the Internet. The treasure trove of content on Facebook, for instance, doesn't generally show up on Google (GOOG). But does it have to be that way? Wouldn't it be convenient to see Twitter search results automatically displayed alongside a standard Google search, for example? And why, for instance, don't the latest tweets about a restaurant pop up when you're searching Yelp (YELP)? The competing interests of different networks sends this content behind proprietary walls, but a number of tools offer creative ways to bridge the gulf. (Full disclosure: My company has developed one such tool.)

????Get ready to see ads from the neighborhood pub on Twitter

????Native social media ads -- the ones that appear right in your Twitter and Facebook streams -- exploded in 2013. Love 'em or hate 'em, they're only getting bigger in 2014. This year, expect some significant, if slightly creepy, advances in location-specific targeting. Twitter, for instance, just unveiled a feature enabling paid Tweets to be targeted by zip code. You walk into a neighborhood, for instance, and suddenly Promoted Tweets for the local watering hole, dry cleaner, and McDonald's (MCD) pop up in your Twitter stream. This kind of "geo-fencing," which Facebook has had since 2011, enables businesses to court nearby customers who might actually want to get ads offering special deals, in-store specials, etc. The upside: more relevant ads and promos you can actually use. The downside: more ads.

????Ryan Holmes is the CEO of HootSuite, a social relationship platform.