There was a time when social media was purely social. You’d add friends, share updates and photos, and leave fun comments on their content.
Today, social media does more than just connect you with friends—it connects you to celebrities, influencers, musicians, and your favorite brands.
The role of social media in ecommerce is now massive. Your business's social media presence is not just a marketing tool—it’s also a storefront and a channel for customer support.
This intersection of social media and online shopping is known as social commerce—the practice of using social media platforms to facilitate online sales and purchases.
As of 2024, social commerce is worth nearly $1.7 trillion, marking a 30.81% increase from the previous year, and projections suggest it could reach $2.9 trillion as early as 2026 (Statista).
Social media should be embedded into your customer support strategy, especially in peak seasons when customer inquiries and transactions surge.
It’s not uncommon for customer service (CS) teams to have someone solely dedicated to handling social media tickets. Consumer expectations are high when it comes to response times on social media.
According to Conversocial, 37% of customers who reach out for help via social media expect a response within 30 minutes, 31% expect a response within two hours, and 26% expect a response within four hours.
Meeting these standards can be rewarding, as customers are known to spend 20% to 40% more with companies that respond to their questions on social media.
In this post, we’ll explore how to effectively manage customer service on social media and how you can use these platforms to enhance your brand's reputation, create a community, and foster customer loyalty.
Social media customer service differs from traditional channels like chat or email primarily because of its public nature.
Many concerns and questions on social media stem from public comments. Unlike phone or email interactions, which are private, social media responses are visible to anyone who visits your page.
We've all seen the fallout when brands answer public comments incorrectly—or, arguably worse, don’t answer at all.
In fact, not responding to comments on social media can increase customer churn by 15% (M4 Communications).
Because your responses on social media are visible, it’s essential to ensure they are not only professional but also consistent with your brand’s voice.
Here are four tips for managing customer service on social platforms:
Make sure you have enough team members to handle tickets and direct messages (DMs) from social media. Leveraging social media for customer service is not only good for reputation—it’s also good for your budget.
Studies have shown that resolving a ticket through social media can be six times cheaper than handling it through your call centers.
Social media can get busy—90% of consumers have used social media in some way to communicate with a brand.
Not all of this communication requires customer service; some are simply comments or messages sharing how much they love your product.
You might also get notifications that your product was tagged in a story or post. While these don’t always need a response, customers will feel valued when you do respond.
Leave a comment where they’ve tagged you, repost their stories, or tell them how much you appreciate their feedback. This fosters a sense of community.
Not only that, but users who have had their content about your brand shared are more likely to showcase your products in future posts, increasing your brand's visibility.
Customers are unafraid to leave negative comments on social media. It can feel like the Wild West, where anything goes.
No matter how negative or colorful the feedback is, it’s crucial to remain professional. Your responses are visible to a wider audience, and once you say something, you can’t take it back.
As the saying goes, “the Internet is forever,” and someone, somewhere has a screenshot of your comment. This is your chance to turn a potentially negative situation into a positive brand moment.
While professionalism is key, balance is important. Your responses should feel authentic and aligned with your brand’s personality.
When your agents truly embody your brand’s voice, these public interactions can be a great way to increase community engagement and enhance your brand’s reputation.
One recommendation is to dedicate someone specifically to social media interactions and tickets.
This person should be trained to understand your demographic, know your brand’s voice, and feel empowered to get creative with responses.
Customers appreciate a voice that matches their own. Whether your brand is known for being friendly, formal, or humorous, ensure that this tone carries through in your customer service interactions.
If you need examples of what this balance looks like, check out Wendy’s Twitter replies and Duolingo’s TikTok comment responses.
They manage to respond to negative feedback and competitors in a way that feels cheeky and fun, yet still professional.
While public responses are important, some issues are better handled privately. Encourage customers to take certain conversations to direct messages when appropriate, but always follow up publicly to show that the issue was addressed.
For example, if a customer publicly comments, “I’ve sent several emails and still haven’t received a response. Where is my order?” you can respond with, “We’re sorry to hear your order hasn’t arrived! Please DM us your order number and we can check on it for you.”
This shows your followers that you don’t ignore concerns and that you take questions seriously. The key is to always respond to public comments with inquiries to help prevent churn.
Automation can be a powerful tool in managing social media customer service, freeing up agents to handle more escalated tickets.
Automation can be used to detect and respond to frequently asked questions, track content engagement, and locate and respond to content where your business has been tagged or mentioned.
If you’re unsure where to start, consider using social media management platforms like Hootsuite, Sprout Social, or Loomly.
Great social media customer service isn’t just about solving problems—it’s about boosting your brand’s reputation and expanding your reach.
Positive interactions on social media can drive engagement, attract new followers, and convert them into loyal customers.
By integrating social media into your customer support strategy, especially during peak times, you can enhance customer loyalty, drive sales, and ultimately grow your business.
Manage your social media interactions well, and you’ll turn satisfied customers into your brand’s biggest advocates.
