Mystery Social Media

CHECKING AND DEVELOPING THE QUALITY OF COMMUNICATION IN SOCIAL MEDIA

Mystery social media comprises tests in which a trained tester (mystery shopper), acting as an anonymous customer, initiates a communication in social media in which a scenario typical of the medium is depicted. The quality of the communication is checked according to predefined criteria.

With Mystery Social Media, information is collected that serves the development of quality in the respective special contact channels (Facebook, Twitter, Xing, complaint platforms, etc.).

The focus is on topics such as:

• Speed of response
• Responsiveness to content
• Tonality

Mystery Social Media is used to optimize customer satisfaction, customer-oriented behavior, customer service, and service quality in these communication channels.

Synonymously used terms are social media test and mystery SM. Similar instruments such as mystery call, mystery email. and mystery chat should be distinguished.

Typical test elements are:

• Speed of response
• Greeting
• Responsiveness to inquiries
• Tone of response
• Compliance with company policies
• Accessibility

Mystery Social Media is used in particular by companies with a relevant share of customer communication in social networks.

Mystery Social Media is used to check and develop the quality of customer communication by internal and/or external employees. The spectrum of inquiries ranges from simple requests for information to the posting of potentially critical contributions.