Webcare

Webcare is the online customer support of any organisation through social media. Van Noort and Willemsen [1] define webcare as 'The act of engaging in online interactions with (complaining) consumers, by actively searching the web to address consumer feedback (e.g., questions, concerns, and complaints)'.

Webcare Teams

To improve relationship quality with the customer or to start a new relationship online, companies often employ a dedicated webcare team to respond to comments and or complaints. These teams monitor social media channels like Twitter, Facebook, Instagram, Pinterest, LinkedIn, YouTube, Google+, Vkontakte, Sina Weibo, LiveJournal on messages and measure the brand sentiment, in addition to the customer support by phone.

References

  1. ↑ Van Noort, Guda; Willemsen, Lotte (2012). "Online Damage Control: The Effects of Proactive Versus Reactive Webcare Interventions in Consumer-generated and Brand-generated Platforms". Journal of Interactive Marketing. 26 (3): 131–140. doi:10.1016/j.intmar.2011.07.001.
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