Social Media Buyer Service: Finest Suggestions and Instruments


Social media customer support is the observe of utilizing social instruments to resolve buyer questions or issues.

Social buyer assist is extremely efficient as a result of it permits prospects to achieve your staff on the platforms they already use.

That’s proper: if you happen to actually need to supply best-in-class assist to your viewers, you’ve bought to supply greater than a P.O. field or phone line. The usual in 2023 is that manufacturers supply omnichannel, 24/7 assist. Meet your individuals the place they’re already spending their time.

Which may imply responding to Tweets, fielding Fb Messenger feedback, addressing Instagram feedback, or practising social listening. Social media customer support could be a lot, for certain, however accomplished proper, it’s a strong manner to verify your clientele feels heard and cared for.

Learn on for tips about instruments for providing social media customer support, social media customer support stats, and, properly, every part you could know to have good customer support on social media.

Social media customer service stats

Why should you incorporate social media customer service solutions into your business plan? It’s simple: People want brands to offer social media customer support.

  • People and businesses exchange 20 billion messages (!) a month on Fb Messenger alone
  • Social media messaging grew 110% over the pandemic as the popular technique of customer support communication
  • 49% of organizations make social customer support the accountability of the advertising and marketing staff
  • 40% of consumers anticipate manufacturers to problem-solve within the channels of their selection (e.g., Instagram Messenger)
  • 53% of respondents in a Fb IQ survey reported that they’re extra seemingly to purchase from an organization that provides customer support through chat (akin to WhatsApp)
  • Messaging channels scale back the cost of customer interaction by 60%
  • Dwell Chat is the popular digital communication device for 43% of customers
  • 50% of consumers say {that a} well timed response to their customer-service questions influences their determination to make a purchase order
  • Customers spend 20-40% extra with corporations which are conscious of questions and complaints on social media
  • 40% of consumers anticipate a response inside an hour once they attain out to a model on social media; 79% anticipate to listen to inside 24 hours
  • 80% of customers want that corporations responded extra shortly to customer support issues
  • 47% of consumers have elevated their utilization of digital communication instruments this previous yr
  • 59% of consumers are prepared to pay a premium in an effort to obtain ‘excellent’ customer support
  • 40% of consumers say having a number of choices for speaking is crucial customer support characteristic for a enterprise
  • 77% of people agree that good customer support is significant to incomes their model loyalty

Are all these numbers making your head spin? Right here’s the TLDR of all of it: entrepreneurs are leaning into social customer support exhausting in 2023:

Tips on how to have good customer support on social media: 13 important suggestions

Delivering nice social media customer support is a layered strategy. It may be outlined as a pyramid: one primarily based on a basis of group and expertise.

You might be as good as you’d prefer to an unhappy buyer on Twitter, however to actually supply best-in-class service on social, you’ve bought to get the entire staff on board and construct a sturdy customer support technique the place no element has been left unconsidered.

Supply: McKinsey

1. Set expectations

Your overarching social media customer support technique ought to begin by defining your platform presence and repair home windows. What hours will you be obtainable on Twitter versus Fb? What response instances are cheap in your staff and respectful to your viewers?

It’s a good suggestion to align these targets to platform traits. For an always-on, quick-and-chatty website like Twitter, a brief-yet-fast response goes to be valued greater than on Youtube.

Your staff ought to have time targets for acknowledging social media posts (e.g., “Thanks in your message… our assist staff will likely be in contact inside 24 hours”) and for resolving fundamental queries.

When you’ve locked in your inside time expectations, let your viewers know, too. “We’re on-line 9 a.m. to five p.m. PST to assist!” or “We reply to all customer support requests inside 20 minutes” lets shoppers know what to anticipate and alleviates frustration earlier than it will possibly start.

2. Arrange a devoted deal with for social media buyer assist

Your customer support staff can seemingly deal with shopper questions quicker and in additional element than your social advertising and marketing staff can. The social media and customer support stats above present a customer support Twitter account is extra prone to reply inside quarter-hour.

That’s why it may be a good suggestion for manufacturers to make use of separate social media accounts to supply social media customer support options. For instance, Hootsuite makes use of @Hootsuite_Help, which is run by the assist staff.

Hootsuite Helpers Twitter page

This helps filter out assist and repair points out of your major channel. It additionally ensures you assign the proper groups to watch the proper varieties of incoming public messages.

If you happen to create a devoted social channel for buyer assist, embody that deal with in your model’s different social profile bios. This lets individuals know the place to achieve out for support-related requests.

Folks will nonetheless use your fundamental social advertising and marketing handles to contact you with assist and repair points. They could merely use the model deal with they already know quite than taking a look at your fundamental profile to verify for a assist account.

If a service request comes into your fundamental social channel, move it alongside to the proper staff and reply out of your assist account.

3. Discover and monitor conversations related to what you are promoting

In fact, many individuals can even put up messages about what you are promoting on-line with out tagging any of your social accounts. A few of these posts may warrant a customer support response.

Meaning you may’t wait to be tagged in social media buyer assist requests. It’s good to monitor conversations about your model. Then you may reply to prospects who’ve a service concern—even when they didn’t attain out to you.

4. Create social media pointers

Social buyer assist has totally different challenges and alternatives from social advertising and marketing. However it’s no much less necessary to have social media guidelines in place.

These ought to align along with your firm values and with the social advertising and marketing staff.

Your brand guidelines for social buyer assist ought to cowl issues akin to:

5. Be proactive

If prospects frequently have the identical questions, that’s a clue you could present some self-service data sources.

Your social media customer support channels are nice locations to share instructional content material. For instance, you would create a how-to video or finest practices weblog put up.

It’s all about serving to prospects learn to get probably the most out of your merchandise.

If you happen to supply a web based service, you would additionally put up updates about any identified service points.

These sources will assist scale back the variety of assist requests that are available. They’re additionally a straightforward place to refer individuals with easy assist questions.

Pinned posts and Instagram Stories highlights are nice locations to supply self-help sources.

6. Handle buyer expectations

Clients don’t anticipate all corporations to supply the identical ranges of customer support on social media. The world has very totally different expectations for a mom-and-pop shoe retailer versus, say, Amazon.

How corporations use social media for customer support will fluctuate primarily based on the scale of the obtainable staff, however whoever you might be and no matter you may supply, crucial factor is to set buyer expectations appropriately.

Make it clear when your service staff is on the market (Apple, as an example, is on the market on Twitter from 5 a.m. to eight p.m. PST), and the way lengthy it’d take you to reply. If there are different sources they will use to get solutions quicker, allow them to know.

Apple Support Twitter page

7. All the time reply

This will sound apparent, nevertheless it’s a rule not all corporations observe.

Folks asking questions on your model on social media could or is probably not your prospects (but). Answering all questions on social channels exhibits that you’ve responsive customer support. This proves to potential prospects that you just care about your shoppers’ wants.

Even when somebody immediately posts a query in regards to the consolation of your sneakers on a meme of Rhianna, it’s customer support’s job to confidently allow them to know: yeah, they’re comfy.

Vessi waterproof and breathable shoes Rihanna meme

A possible buyer who reaches out for assist and doesn’t get it can seemingly transfer on to your competitors as an alternative.

8. Reply shortly—with templates for widespread questions

Merely responding will not be sufficient. When prospects attain out to manufacturers on social, they anticipate a quick, pleasant response.

Your Fb Web page reveals proper upfront whether or not you reply shortly to buyer messages. If you happen to reply to 90% of messages and have a response time of quarter-hour or much less, you’ll get a Very Responsive to Messages badge.

Hootsuite Facebook page very responsive to messages badge

Your social customer support is probably not obtainable 24/7, and that’s okay. You simply have to set buyer expectations appropriately.

Make your social customer support hours of availability clear. Let prospects know if you’re going offline. Present hyperlinks to self-help options. Direct them on the right way to attain different customer support channels (like your name middle) within the meantime.

On Fb, use Away Messaging to supply an automatic response when your social buyer assist staff is offline. Messages acquired throughout your Away instances don’t rely in direction of your Very Responsive standing.

You can too use Instant Replies on Facebook to ship a canned response to all preliminary messages—Quick Replies are an analogous characteristic obtainable on Twitter, obtainable through select partners. That is particularly helpful throughout busier-than-normal instances. You’ll be able to set buyer expectations when it comes to if you’ll have the ability to reply personally.

You will discover step-by-step directions on the right way to arrange each Away Messaging and Prompt Replies in our Facebook Messenger guide.

Instagram has an analogous characteristic known as Saved Replies. You’ll be able to pre-write solutions to widespread questions so you may reply shortly with simply a few faucets.

9. Strive a chatbot for widespread service requests

Chatbots are an effective way to supply fundamental social customer support 24/7. All the time-on functionality was the highest good thing about AI-powered chatbots in a survey of worldwide banking and insurance coverage prospects.

Popeye's supplements AI powered chatbot

Supply: Heyday

Chatbots can provide prospects the data they need instantly. That’s an necessary useful resource when your staff is offline. Bots are inclined to work finest for easy questions that you just get usually. Learn more about FAQ chatbots here.

10. Take public conversations non-public

Clients could contact you on social with questions or requests that may be higher addressed by way of a non-public channel. As an illustration, you may want confidential data like a reserving quantity or account identify.

On Fb, you may reply to a public remark with a non-public message. This takes the conversation to Facebook Messenger, the place you may work together extra confidentially. Beneath the shopper’s remark, simply click on Message to reply privately.

When you ship your message, a be aware will seem below the remark that claims, “Web page responded privately.” This exhibits different customers that you just addressed the request, despite the fact that your response will not be seen.

If you happen to respond by DM on Instagram or Twitter, add a remark so the shopper is aware of to verify their DMs. Others can then additionally see you reached out privately to resolve the difficulty.

11. Analyze your social customer service regularly

Your social media customer service is an opportunity to learn and get better… but it’s hard to see progress if you don’t take a step back every once in a while.

Taking a big-picture look at your social customer service—whether weekly, monthly, or annually—is a chance to recognize patterns and see what problems come up again and again. It may also be an opportunity to identify what roadblocks are slowing down your service team… or see who your customer-service superstars are and what they might be able to teach the rest of the crew.

With Hootsuite, your social customer support staff can work smarter with the assistance of reporting and intelligence. Seamlessly gather suggestions, set customer support degree targets, and distribute CSAT surveys to get rapid perception into what’s working and what isn’t. You can too observe effectivity by way of the time and variety of touches it takes to resolve inquiries—by particular person, staff, or area.

12. Take the excessive street

There are going to be some wild feelings flying by way of your social media buyer assist queue, however good customer support (on any channel) by no means stoops to anger or frustration. You might be calm, cool, and picked up always.

Whereas that is clearly an necessary factor of enterprise in any capability (the shopper is all the time proper, and so on, and so on), on-line, there’s the added danger of a snarky remark or conflict getting the ol’ screenshot therapy. Even in non-public messages, your finest and most swish conduct is important. If a buyer (or troll) is getting below your pores and skin, attain out to your staff for backup and steering.

When unsure, bear in mind this outdated chestnut: if you happen to can’t say something good, don’t say something in any respect.

13. Add a private contact

Responding to individuals by identify (“Thanks for letting us know your quesadilla wasn’t tacky sufficient, Brian!”) and signing off along with your identify or initials helps humanize an interplay.

Even the spiciest of interactions might be subtle by reminding the opposite individual that there are actual individuals studying their feedback on the opposite facet of the web.

If it’s a match in your model voice, humor, emojis, or gifs may even be a match for social media customer support responses.

Social media buyer assist examples

Let’s have a look at how corporations use social media for customer support with some real-world examples.


AdobeCare is Adobe’s devoted buyer assist account on Twitter. Not solely does its profile description level customers to the assist discussion board (“Want further assist?”), nevertheless it has a pinned tweet proper on the prime of the web page that factors to 3 alternative ways to get extra assist.


The music-streaming app Spotify fills its Twitter feed with how-to guides that deal with widespread questions… like the right way to make collaborative playlists.

These preemptive FAQ posts double as a message board for customers to share associated issues. In a best-case situation, somebody who’s having bother with a shared playlist could even discover an applicable answer from another person who shared an analogous concern.


Don’t watch for a buyer to ask you one thing immediately… a common remark can nonetheless be a possibility to share related data.

On-line jewellery retailer Mejuri noticed that one fan made a wistful remark about sizing on a current put up. Although the shopper wasn’t asking for a response, the truth that Mejuri’s customer support staff acknowledged the put up was a strong signifier that the model is listening and cares about its followers.

Mejuri ring size Facebook comment response

Domino’s Pizza

Any pizza chain price its salt must be able to serve a late-night crowd… so it makes good sense that the model would put money into a chatbot to take care of ornery 11 p.m. pizza questions. Ship a Fb Messenger be aware, and also you’ll obtain an on the spot reply reassuring you that an actual particular person will likely be in contact quickly however {that a} human is on the market by telephone if you happen to want help instantly.

The auto-response additionally addresses Domino’s commonest questions: the right way to order a pizza and the right way to ship a criticism.

Domino's Pizza Facebook Messenger auto-response

Social media customer support options and instruments


With the ability to see all of your incoming feedback and DMs in a single place could be a enormous time-saver.

A social media dashboard like Hootsuite permits groups to consolidate all their social inboxes: take care of imply YouTube feedback and candy Instagram questions, and reply to a perplexing Twitter point out on a single website. Throughout SMS, social media, WhatsApp, stay chat, and different apps—get a unified view of your customer support channels and by no means hold a message ready.

Right here’s how Hootsuite might help you with social media customer support in 4 key methods.

1. Handle all of your social messages in a single place and assign them to totally different groups with Inbox

With Hootsuite Inbox, you may bridge the hole between social media engagement and customer support like by no means earlier than — and handle all your social media messages in a single place. This contains:

… and extra.

The all-in-one workspace makes it straightforward to: 

Plus, Inbox comes with helpful automation that can prevent tons of time:

2. Determine conversations that require a service response with Streams

Not all buyer complaints or questions (or compliments, if we’re being optimistic!) are essentially directed proper at you. Typically, individuals air their grievances for the world to see with out anticipating anybody on the firm to note or care. However with social listening, you may arrange ongoing searches for key phrases and mentions, so that you by no means miss an opportunity to make issues proper.

With Hootsuite’s key phrase streams, it’s straightforward to arrange a number of search phrases throughout quite a lot of social media platforms. Perhaps you’ll seek for your (untagged) enterprise identify or nicknames that individuals have in your firm (as an example, McD’s as an alternative of McDonald’s) or widespread misspellings of your merchandise or manufacturers (La Croy as an alternative of LaCroix). Outcomes will likely be compiled in a single easy-to-read place in your Inbox, the place you may reply immediately or assign to a different staff member to deal with.

3. Retailer and share reusable assist content material with Content material Library

Use the Hootsuite Content material Library to retailer, set up, and share pre-approved social buyer care content material. This helps enhance response instances whereas maintaining issues correct and constant.


Freshdesk is a cloud-based buyer assist software program by Freshworks that helps companies handle buyer queries and points and integrates with Fb and Twitter. It provides options like ticketing, collaboration, automation, and self-service, streamlining assist processes for each brokers and prospects. It’s a stable possibility in case your social presence is restricted to Fb and Twitter and/or if social media will not be on the entrance traces of buyer assist for what you are promoting.

Professional tip: Hootsuite helps a Freshdesk integration. With the Freshdesk Hootsuite app, you may handle your social media channels in addition to your assist tickets from one location.

Within the Hootsuite dashboard, you may…

  • monitor your ticket feeds
  • create, edit, and reply to tickets
  • convert social conversations to tickets.
  • filter by identify and date created

Presently, Freshdesk solely works with Fb and Twitter.

Google Business Profile

Brick-and-mortar enterprise homeowners know that having a Google Enterprise Profile is a key a part of the trendy buyer expertise. Although it’s not an all-in-one buyer assist dashboard, it provides a number of methods to attach with prospects and deal with their issues, together with:

  • Serving to what you are promoting seem in native search outcomes, enabling potential prospects to entry important data like contact particulars and hours of operation.
  • Offering an area for patrons to depart evaluations, which in flip permits you to deal with their issues, acknowledge their suggestions, and enhance your providers. This additionally contributes to your brand monitoring efforts.
  • That includes a Q&A bit the place prospects can ask questions and obtain solutions from you or different prospects. Well timed responses can increase buyer satisfaction.
  • Letting prospects attain out to you immediately by way of messaging.
  • Informing prospects of well timed updates akin to limited-time provides, vacation hours, enterprise information, and extra by way of Google Posts.

Professional tip: Google Enterprise Profile integrates with Hootsuite. Handle and reply to messages from the identical dashboard you run your different social media customer support on.

Save time constructing an environment friendly buyer assist system on social media with Hootsuite. Reply to questions and complaints, create tickets from social conversations, and work with chatbots all from one dashboard. Strive it free right this moment.

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Save time with automated responses, smarter workflows, and pleasant chatbots — all within the Hootsuite Inbox.

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