Social Media Moderation in Alexandria

This is where the money is, and where it is lost

With roughly fifty six million Messenger users in Egypt against around sixty two million on Facebook, the inbox is not a side channel, it is most of the platform. Price, availability, delivery and quantity are all asked there, and a business that publishes well and replies badly is paying to generate enquiries for whoever answers faster. Almost every underperforming account in this city has this problem rather than a content problem.

Speed is the whole competitive advantage

Somebody asking a price is comparing two or three suppliers in parallel and will usually buy from whichever replies first with a usable answer. A reply within the hour and a reply the next morning are not slightly different outcomes, they are a sale and a lost one. Response time is the metric this work is judged on.

What Wink handles

Moderation covers everything arriving in response to the account:

• Messages answered within an agreed response time, including outside office hours
• Comments answered publicly where the answer helps others reading
• A prepared set of answers to the questions that arrive constantly
• Clear escalation for anything needing the business to decide
• Complaints handled in public calmly and moved to private for detail
• Spam, abuse and impersonation removed rather than argued with
• A record of what people keep asking, fed back into content

Answer the question that was asked

The most common failure is replying to a price question with a request to call, which reads as evasion and loses somebody who was ready to buy. Where a price can be given, it is given. Where it genuinely depends on quantity or specification, that is explained in the same message along with what is needed to quote, rather than being used as a way of avoiding the answer.

Answering in public serves the people who did not ask

A question answered in the comments is answered for everyone who was wondering the same thing, which is a meaningful multiplier on the same work. Hiding every answer in private messages means answering the same thing forever. Only details specific to one customer move to a private thread.

Complaints are read by people who are still deciding

How a business handles an unhappy customer in public is evidence to everybody else about what happens if something goes wrong with their order. Deleting a complaint is read as guilt, and arguing with it is worse than the complaint. A calm reply that acknowledges the problem and moves to solving it is the single most persuasive content most accounts here ever publish.

The inbox is the best research the business has

The questions arriving constantly are a direct account of what customers do not understand, what the page fails to explain and what the market wants that you do not stock. That record is fed back into content creation rather than answered privately and forgotten. Most businesses throw this away daily.

Cover has to include the hours people actually message

Enquiries arrive in the evening and at the weekend, particularly from consumers and from buyers in other timezones, and an account answering only during office hours is closed during its busiest window. The realistic level of cover is agreed honestly, and where a gap exists it is stated to customers rather than left as silence.

Related work

Moderation is the outcome the rest of the account produces. Publishing and scheduling keeps the account live and analytics and reporting records what the conversations produced. Both sit under social media management in Alexandria.