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Finding Your Social Voice – Tips from Our Social Media Expert - STARTEK - Blog

Finding Your Social Voice – Tips from Our Social Media Expert

In today’s digital, social and interactive world, consumers want access to companies on their own terms. While phone and web channels remain vital to cus­tomer service, consumers are increasingly seeking assistance through social communi­ties. Whether adding a compliment to a brand’s Facebook wall, tweeting about a negative customer experience, or posting a customer service question through a user forum — the social consumer now controls the conversation. But marketers aren’t completely powerless. With careful planning and a little help from the experts, brands can find their voice while reducing costs and increasing customer satisfaction and sales.

Recently, we sat down with Roger Huff, our leading expert on social media, to learn more about Startek’s plans to improve the future of social care. He also shares his predictions and social trends to watch for in 2019.

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Pictured: Roger Huff, Director of Social and Digital Media
What is your role at Startek and how long have you been with the company?
I am Startek’s Director of Social Media and Digital Engagement. I have been with the company for over 10 years and have led social media strategy for 7 of those years. My role includes consulting with leading brands to design and deliver world-class social support.
Recently, Startek merged with Aegis to create a global leader in customer experience management. How are Startek and Aegis combining efforts to improve social care?
The Startek and Aegis merger has unlocked enormous opportunities across all areas of the business that neither company could achieve alone, including in social care where both brands have complementary strengths. Aegis brings to the relationship an industry leading omnichannel support tool in the AegisLISASM platform, which can pull in customer data not just from legacy channels like phone and email but also across social media channels, chatbots, blogs, forums, mobile apps, and messenger apps to create a unified view of the customer. Aegis also has extensive experience building and implementing chatbots for customer support. These chatbots are built to support customer communication across all channels, including social media and digital engagement. Today, Aegis utilizes these capabilities to support some of the world’s largest and most prestigious brands that are on the cutting edge of digital customer support and engagement.
Similarly, Startek brings to the relationship industry leading expertise in social media strategy design and execution. This includes a social media engagement lab with a hub and spoke support model. The lab serves as the hub of expertise to support all satellite spokes implemented across the globe. Startek executes social media support for dozens of brands worldwide and has built digital reputation management and community management capabilities that are most often found at digital agencies rather than BPO providers. Through this expertise, Startek supports tens of thousands of brand-owned retail locations and hundreds of thousands of online products while monitoring millions of brands mentions and brand-aligned topics every year for our clients.
The complementary digital expertise of Startek and Aegis brings together industry leading digital tools, proven AI and chatbot capabilities, digital agency capabilities, and complex global digital support capabilities to create a unified offering for our current and future clients not before seen in this industry.
Do you think social media has become the most important customer service platform across industries? If so, why.
Social media has quickly become the preferred method of customer service engagement for many consumers who have adopted social media as a staple in their daily lives. Brands previously believed they were reaching a specific demographic on social media, but it has become a way to reach consumers from all demographics and customer profiles. Social media is also especially important for customer service because many times it is a last resort of sorts. Customers have called, emailed, and even chatted on native brand websites with customer service specialists. When they feel they have not received sufficient help, they often turn to social media to communicate their frustrations. Social media customer care gives brands a unique opportunity to reach out in those times of frustration and save customers from potential brand defection and churn – and in many cases, creating brand advocates in the process.
In your opinion, what are some social trends to watch for in 2019?
In 2019, the largest social trend to watch for will be digital customer engagement volume growth. According to eMarketer, Facebook ad revenue in the U.S. is expected to outpace total print ad spending by 2019. With larger-than-ever portions of marketing budget being focused on growing and engaging customers on social media, the by-product of those strategies will be larger-than-ever digital audiences to engage with on those platforms.
I believe we will see brand marketing teams create stronger partnerships with digital customer care teams, both internally and externally. Scaling internal marketing resources to handle customer care concerns can be very expensive. Brands will look for ways to handle growing amounts of digital customer engagement while looking for ways to retain brand voice in those engagements. Companies like Startek and Aegis who have this expertise will be poised to grow relationships with brands that are focused on digital customer engagement, acquisition, and growth.

If your social media strategy needs a facelift, visit our contact us page to learn how Startek and Aegis can help.


Publish Date: October 4, 2018 5:00 AM

2021 Buyers Guide Knowledge Management


Combines knowledge management with call support as continue improvement.

eGain Corporation

eGain Knowledge + AI
eGain's knowledge management software, powered with Case-Based Reasoning, an Artificial Intelligence technology, lets you provide intranet or extranet access to the common knowledge base, enabling contact center agents to provide distinctive, productive, and brand-aligned experiences in every interaction, across all channels and touchpoints.

eGain Corporation

eGain Knowledge + AI
eGain Knowledge+AI™, the top-rated, analyst-awarded knowledge management software, guarantees quality customer service by infusing your customer service agents with knowledge, making all agents as productive as your best ones. By providing agents and other users a range of ways to get to information from the common knowledge base, it ensures fast, consistent, and accurate answers.


FuzeDigital offers an affordable yet comprehensive knowledge base to answer your consumers' and staff questions. When assistance is needed, our email management system ensures your timely and accurate delivery of responses. Used by companies large and small that seek to deflect common questions while providing exceptional support.


Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics.

Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!

We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the need to involve IT or Development. Yes, you will no longer have to dread submitting a change request to Devin from IT!

Try it free for 45 days!


Knowmax is a knowledge management software for enterprises. Customer service of any organization can leverage this tool to create, curate & distribute the knowledge at assisted as well as digital channels promoting self service.


Knowledge Management software
livepro are experts in Customer Experience Knowledge Management and are passionate about improving customer experience. livepro is feature-rich yet easy to use, delivering answers to agents – not long complex documents to dig through. This makes customer service quicker, easier and more efficient. Staff require next to no training on complex procedures thanks to livepro’s intuitive design, which brings confidence up and training costs down.


ProcedureFlow is a step by step visual guide that supports agents as they navigate company processes. With a knowledge management solution that simplifies complex information, employees can spend less time searching and focus on what they do best. ProcedureFlow’s simple and intuitive platform enables contact centers to quickly and easily create, maintain, and update company processes in real time. With ProcedureFlow, teams can work more efficiently, better serve customers, and drive results that matter most to their business.


Knowledge is your company's most valuable asset. An intelligent Knowledge Base can harness that asset, supporting your customers and empowering your agents.

Purpose-built with your users in mind, the knowledge base stores all information your customers need and search for, from policies to product details. Integral to CX, an intelligent knowledge base allows customers the freedom to self-serve whilst delivering them great results at their convenience.

Internally, the centralised knowledge base equips your employees with all the knowledge they require to assist customers, enhancing not only the way agents work, but the impact on CSAT.

Knowledge can be seamlessly integrated with your customer service tools to ensure complete coherence of information, even when it's updated.

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