Social Media Customer Service: What It Is & How to Do It Right

If you only use social media for marketing campaigns, you’re missing half the potential of this channel: customer service.

Half of the users on Facebook, Twitter, and Instagram use social media for customer service. People reach out to companies with questions and feedback, and brands respond with thoughtful solutions that are public for followers to see. And, it’s six times cheaper to use social media for customer service than it is to use a phone.

In this post, I’ll explain everything you need to know about social media customer service. I’ve worked in social media for eight years, so I’ll go over why you should use it and how to use it properly for customer service.

Let’s dive into some valuable tips and examples of companies using social media for customer service.

Benefits of Using Social Media for Customer Service

Here are a few reasons to use social media for customer service.

It’s fast and efficient.

Social media is fast because it’s paired seamlessly with our phones. Customers can instantly contact your business, and you can reply whether you’re in the office or on the road.

You also have the option to message customers publicly or privately. You can shift conversations into direct messages or to your other support channels, such as email or phone.

It’s cheaper than other channels.

Social media can be a cost-effective channel for small businesses, since it costs less than making a phone call and is significantly cheaper than paying for customer support software. Depending on how you use it, social media is a free tool that works for responding to customer feedback and integrates seamlessly with other communication channels.

It’s where your customers are.

I don’t need a fun stat to prove people use social media – but I will anyway. Almost 5 billion people use social media, and most access their accounts seven times a month.

But people aren’t just scrolling through dance videos or liking cat photos – they’re using it to contact businesses. 80% of millennials prefer using social media for customer service than phone, email, or live online chat. That’s because they’re already on these apps, so it’s more convenient to continue using them than to switch to another platform.

It has automation and artificial intelligence.

Some business owners might not be excited about how “convenient” social media is. Sure, it makes them more accessible, but that also opens the door to waves of comments and questions.

Fear not, because social media has automation to help you manage communication. Chatbots can monitor your DMs, and reputation management tools can respond to customer reviews. These features optimize your productivity so you can manage more conversations using the same amount of resources.

It’s a marketing opportunity.

It’s never fun to be called out online, but the best businesses don’t take it personally — they turn it into a marketing opportunity.

Here’s a tip from social media expert Ed Balusek:

People leave negative comments because they can hide behind online profiles. But that doesn’t mean you can’t win them over. Brands like Domino’s and Wendy’s have used social media comments to boost their online reputations.

You don’t have to be a miracle worker, either. Let’s look at how some of the best brands use social media for customer service and what we can learn from them.

Let’s look at two successful brands with very different approaches to social media.

John Deere

John Deere has over 200K followers on X (Twitter) and over a million followers on Instagram. It’s one of the most successful brands in the U.S. because it does an excellent job engaging with its customers online. They know exactly what their following is looking for and how to connect with them.

Here’s an example from X.

John Deere knows many of its customers are dads with kids. This image does an excellent job of recognizing that because it’s a moment that several John Deere customers can relate to. They likely had their own toy truck or tractor to drive around, and this wholesome image recalls that memory.

Another way that John Deere connects with its audience is through music. It sponsors concerts nationwide and partners with artists to promote them online. Here’s an example from Instagram:

By working with musicians, John Deere reaches more people than those who follow its account. These musicians also have fans who are ideal John Deere customers, so they know their message is reaching the right audience. With social media influencers becoming increasingly popular, they’re excellent people to partner with if they share the same target audience as you.

Wendy’s

Wendy’s has developed a bit more of a personality on its social media pages. It has over a million followers on Instagram and 3 million on X.

Wendy’s has built a strong online following with its quick wit and customer banter. It’s not afraid to be true to its brand and let customers know that they’re speaking with a real human. This approach is incredibly effective because it creates genuine experiences like the one below.

Here’s the catch: You have to know your audience. This comment might not work well with John Deere because its customers aren’t the same as Wendy’s. Poking fun or using sarcasm will have the wrong effect because these people are looking for wholesome content and customer support. In those cases, it’s better to provide help than to make light of the issue – especially if they’re dealing with something stressful.

That’s one free tip — let’s look at a few more from other social media experts.

How to Provide Good Customer Service on Social Media

Here are some ways to tackle customer service issues when they pop up online.

1. Keep your eyes on your social channels.

Social media is a speed game. People expect fast replies, and most businesses have a place to monitor their social channels. This way, you’re not logging into each account or bouncing between apps. Aside from being a time saver, you’re less likely to miss a comment when your messages are funneled to one place.

Most brands use a social media monitoring tool to channel comments to a shared inbox. It doesn’t matter if a customer contacts you on Instagram, Facebook, or X; You can reply to each one from the same app.

2. Respond quickly and sincerely.

According to SproutSocial, 69% of social media users expect a response from brands within 24 hours. They expect companies to monitor their social channels and be ready to respond at a moment’s notice.

Be sure to answer as swiftly as possible and sincerely apologize if necessary. For example:

• “We’re normally known for our speedy and professional service, so we hate that we let you down.”
• “Our company strives to deliver top-notch customer service so we regret that we missed the mark.”

If you don’t think you did anything wrong, you can say:

• “Thank you for this feedback. We’ll work hard to do better next time.”
• “We’re sorry we didn’t meet your expectations.”

Whether you’re witty, sincere, empathetic, or formal, your response should be quick and to the point.

3. Offer a private resolution.

If you notice you’re publicly going back and forth with a customer on social media, take it offline. There’s no need to give your followers a front-row seat to brewing drama. Provide a direct phone number, email, or DM them  so you can resolve the issue privately.

• “Thanks for sharing your concerns, please call us at 555-555-1234 or send us an email at [email protected] so we can get this issue resolved.”

Private conversations make the interaction feel more personal. It also makes it easier to record the conversation in your CRM – which you can sync with Messenger or Instagram to automatically record the conversation on the customer’s contact record. You can even call them directly if they’re a recurring customer and have given you their contact information.

4. Avoid escalating the issue.

The last thing you want to do is escalate emotions online. Some people won’t hold back, which can lead to a storm of comments from those who want to take the customer’s side or your side, and people who just want to argue with everyone.

It’s better to take a step back and compose yourself before responding to a negative comment. Remember, your followers are watching; this is a chance to show how great your customer service is. Don’t take it personally, and remember to move the conversation to a private channel if needed.

5. Adopt social media management tools.

There’s plenty of software that can help you manage social media channels. These tools not only publish posts but also monitor mentions and comments. Like a shared inbox, these apps funnel your social activity to one platform, so you can post to all your channels from one place.

Here’s an example of what these tools look like:

6. Respond to every comment.

Respond to every comment, positive or negative. Positive comments are a chance to thank customers for their support, and negative comments are opportunities to win back unhappy customers.

In the case of a negative post, address the customer directly. Lead with an apology, and let them know you are committed to resolving their issue.

Here are a few things you can say to both positive and negative social media comments:

Positive Comment Responses

• “Thanks for the support! We’re thrilled you love it!”
• “We’re glad you’re enjoying the [product name]! It’s one of our favorites too.”
• “We’re so happy we provided an awesome experience. What service did you try?

Ask questions, use emojis, and really embrace your brand style, like Nike does in the example below.

Negative Comment Responses:

• “We’re sorry to hear you’re not happy with the [product or service]. We can definitely help with a return or replacement. Please DM us with your order details or call us at [Phone Number].”
• “Thank you for bringing this to our attention. We apologize for the inconvenience and will get to work resolving your issue.”
• “We’re sorry to hear you’re having this experience. Can you please provide us with a little more information so we can help? Here is our email if you would like message us directly [Email Address].”

Be empathetic and try to align yourself with the customer. If they don’t want to have a private conversation, don’t push it – like in the example below.

7. Create a social media brand playbook.

Social media expert Nicole Philip suggests creating a brand playbook for your social media channels. A brand playbook is a document that explains your brand’s tone and how you should act on social media. It helps you set boundaries when communicating with customers because you know if you should be cheery, humorous, formal, or whatever tone your brand chooses.

Pro Tip: Here’s a link to a social media handbook that can help you determine your brand’s tone.

8. Use AI to automate tasks.

If you’re struggling to keep up with DM’s and comments, chatbots, and artificial intelligence can help put your worries at ease. These tools are typically free, and there are plenty of third-party apps that automate responses to customers.

Just remember that AI isn’t a replacement for human interaction. While a chatbot can help you with response times, you should still be ready to take over if it can’t solve the customer’s issue.

9. Sign your name.

Here’s an inside tip from someone who’s responded to countless customers online, Gabe Vazquez:

Signing your name creates a personal interaction, especially for small businesses. When people walk into your store or see you in person, they get to put a face to a name – which is another reason to remain courteous online.

10. Track social media metrics.

If you want to improve support over time, keep an eye on your social media metrics. Look at engagement rates and track how many people reach out with questions. Prioritize channels where customers contact you the most, and consider adopting software to assist you if you’re having trouble keeping up with comments or mentions.

Why Customers Use Social Media for Customer Support

Convenience is why customers turn to social networks to resolve their issues.

Think about it. Sending a tweet or a message is simpler than finding a phone number, waiting on hold, and being transferred to the correct person. Customers want quick responses, not a busy signal.

In fact, 64% of customers would rather send a message than call a business.

Another reason consumers turn to social platforms is because they want their issues resolved quickly. By commenting in a public setting, they’re putting pressure on you to act immediately. Your other followers are observing how quickly and kindly you resolve the problem. Your response will significantly impact how they perceive your brand’s commitment to customer service.

Using Social Networks for Enhanced Customer Service

Using social media for customer service builds trust with your audience and improves brand awareness. Customers not only see how great you are, but potential customers get to witness it, too. Meaning: You get a chance to look professional and courteous in front of everyone online.

Social media is, after all, a place where people connect with others, so it’s only natural that consumers use it as an outlet for customer service needs. If you’d like more ways to impress customers online, get our guide to winning more business online.