Instagram is really the perfect social channel for Ecommerce brands. You can show off your products, share user-generated content, and engage with your community to build brand loyalty.
All that engagement is great, except it adds a task to your plate that quickly multiplies as your brand grows: You have to interact back. Or at least you should, if you want to capitalize on all that engagement!
Sometimes your marketing team or social media manager will handle Instagram replies, but sooner or later you’ll start to get the “Where is my order?” (or “WISMO”) question from shoppers, regardless of the content being shared. This can result in an inefficient workflow between social and support teams to communicate the question, track down an order status, and get a reply back to the customer.
That’s why Gorgias integrates directly with Instagram, to streamline the management and interaction with top-level comments, ad comments, private messages, and replies. Instead of going back and forth between your Ecommerce platform, the social team, and the support team, you can empower your agents to reply quickly and accurately to any question that comes in, thanks to over 50+ integrations with the leading Ecommerce apps. (So all the context they need will be in one single browser tab!)
You could even have your marketing team or social media manager help create Macros, so your support agents can use templated (and on brand) messages that speed up their replies. Getting everything centralized in a single place is the first step to providing excellent social support for your store. The next is to start automating replies to common engagements, so you can free up your agents to focus on more important conversations instead of saying “Thanks for the mention!” for the hundredth time.
To help your store start managing Instagram support more efficiently, I’ve collected a list of Rules that Gorgias customers are using to engage with their shoppers, resolve questions faster, and keep their agents focused on the most important conversations.
Here are 10 Rule ideas for more efficient Instagram support:
- Auto-close tickets from giveaway posts
- Auto-close all Instagram tickets
- Auto-tag all Instagram interactions
- Auto-tag likely buyers & create a specialized view
- Auto-tag interactions from influencers for VIP support
- Auto-tag public comments vs private messages
- Auto-tag Instagram tickets with questions
- Auto-close Instagram tickets the don’t mention support or order status
- Auto-tag negative comments
- Auto-assign Instagram tickets to an agent or team
1. Auto-close tickets from giveaway posts
Giveaway posts are great for brand awareness, but can also result in a large increase in tickets in your help desk. To stop this from ever becoming a problem, you can set up a Rule to auto-close tickets generated from giveaway posts, based on the message content.
In this example, we’re auto-closing tickets without the words “who,” “what,” “when,” “where,” “why,” and “how,” in order to avoid accidentally closing an actual question that your team might want to respond to. You could also customize this to close tickets that include a specific word or phrase, based on the criteria of the giveaway. I recommend working closely with your social media manager whenever a new promotion starts, to make sure your helpdesk is set up to triage tickets accordingly.
2. Auto-close all Instagram tickets
If you want to see Instagram engagements in a contact’s message history, but not necessarily respond to them from Gorgias yet, you can auto-close any ticket generated from Instagram, that way it doesn’t fill up the open queue.
By doing this, your agents will have the full cross-channel message history when interacting with a shopper, so they can customize the conversation and know exactly what they’ve asked in the past.
3. Auto-tag all Instagram interactions
Tagging tickets in Gorgias is a great way to measure channel statistics and create customized Views. While your agents will always have the option to manually add tags, you can create a Rule to do the tagging automatically, that way it’s one less step in their workflow.
Then when you go to Statistics > Tags, you’ll be able to see how many tickets are generated from Instagram during a given period, and what percentage that is of all the tickets you receive.
Pro-tip: If you haven’t started managing Instagram tickets in Gorgias yet because you’re not sure what exactly the ticket volume would be, you can Auto-tag and Auto-close tickets in order to see the stats without conversations counting toward your plan’s ticket count yet.
4. Auto-tag potential shoppers & create a specialized view
Prioritize the messages and comments from those most likely to purchase. By detecting message sentiment and filtering by common phrases, you can automatically tag tickets with a high purchase intent, allowing your agents to answer questions quickly or send along a discount code to speed up the purchase.
Once you’ve set up the Rule, you can create a View to filter tickets that only contain this tag, that way your agents can easily see right in the left-hand sidebar whenever there’s a ticket from Instagram from a likely lead!
5. Auto-tag interactions from influencers for VIP support
If you work with influencers, it’s critical to reply to them right away to maximize the impact of their community. To make sure your team never misses an opportunity, you can auto-tag tickets created from the partners you’re working with based on their email address.
Once the Rule is auto-tagging these tickets, you can also create a view to segment these messages from the others. Depending on how many partners and influencers your brand manages at a time, it may be helpful to set up one View per influencer (in which case you’d want to use separate tags), or group them all together in an “Influencers” section.
6. Auto-tag public comments vs private messages
Whenever you reply to a ticket in Gorgias, you’ll see a small icon next to the customer’s name that signals what channel you’re replying on. If you want some extra assurance that your reps are only replying with personal details in private channels however (such as Instagram messages) you can automatically add tags to designate “public” vs “private,” so everyone can see right at the top of the ticket which type of communication it is.
7. Auto-tag Instagram tickets with questions
Prioritize interactions that are asking your brand something, instead of just commenting with emojis. If your brand receives a lot of engagement, this can help you filter out what needs to be addressed and what can likely just be closed out (or handled by the social team).
8. Auto-close Instagram tickets the don’t mention support or order status
If your support team is only interested in responding to the Instagram tickets that specifically mention customer service, you can auto-close everything else (and assume the brand team will take care of it). To do this, create a rule that closes tickets that do not include phrases like “order” “status” “support” or “customer service.”
9. Auto-tag negative interactions
Escalate the tickets that have negative intent to get them a response faster. You can add keywords (or emojis) and use our sentiment detection to auto-tag negative comments, so your agents see right away what kind of ticket they’re opening.
10. Auto-assign Instagram tickets to an agent or team
If you have a specific person who handles social media, whether that’s an agent or the social media manager, you can automatically assign tickets created via that channel to them, so those tickets never get routed to the rest of your team.
I hope these 10 Rules help you engage with your shoppers, resolve questions faster, and keep your agents focused on the most important conversations. If you haven’t connected your Gorgias account to Instagram yet, follow this guide to get started.