There's no question that using social media for customer service is something that every company should be doing.
In one of our recent articles, we highlighted various ways to utilise social media to improve your company's customer service. However, in this guide, we will focus on providing actionable examples from prominent companies. It is important to remember that each brand is unique, and every target audience has its own characteristics. So, instead of simply copying and pasting, use these examples as inspiration to enhance your community management approach and strategy.
What social media channels should you use
You should consider using social media channels where your target audience is most active and engaged.
I understand that you may have been hoping for a definitive answer, such as X (formerly Twitter), but the reality is that the best channel for your social media customer service depends on where your target audience is most active.
- Facebook and Instagram are excellent options for direct messages, as they allow you to have a consolidated inbox and provide timely responses.
- X is a fantastic choice because it allows you to create and promote Threads, where you can address multiple issues publicly.
- TikTok offers a unique opportunity to respond to questions through videos and even address customer complaints by utilising informative content through Stitch or Duet.
Each social media channel has its own advantages, but if your audience isn't active on a particular platform, it may be best to exclude it from your list.
To ensure that you make an informed decision, it's recommended to conduct a quick audit of your social media dashboard to assess the activity of your joint inbox. If you're still unsure, you can download one of our free audit templates to further analyse the strategy of each channel.
XY examples from prominent companies
Nike - Dedicated customer service channel
Nike is well known for their excellent customer service online, and they were one of the first to figure out that a dedicated customer service channel was a good idea.
Their X bio says it all: "Athletes helping athletes, 7 days a week. Languages supported: English, Spanish, and French."
Having a dedicated channel exclusively for customer service not only helps maintain a streamlined and organised approach but also enables other customers to conveniently filter through previously asked questions.
Target - Customer service categories
Just like Nike, Target also manages a customer service X account. However, instead of reiterating the same information, let's shift our focus to an intriguing idea - the use of tags for customer service announcements.
By incorporating a unique hashtag or labelling your posts with tags (such as in a Facebook Group), you can enhance the user experience and ensure that important updates are immediately noticed. This clever strategy not only saves time for your customer service or community manager but also reduces the number of repetitive inquiries.
Hauslabs - Proactive responses
Beauty brands like Hauslabs, Rare Beauty, and Sephora have found a unique way to connect with their customers on a more personal level.
Instead of simply acknowledging compliments with a quick "thank you", they take the opportunity to engage in proactive responses.
They use this chance to highlight the ingredients of their products, ask customers about their experiences, and even suggest product combinations.
By doing so, they not only extend the conversation and build relationships with their customers but also enhance engagement and effortlessly promote different products.
Amazon - Responding to negative comments
Responding to compliments and general queries is all fun and games, until you start getting those negative ones.
Whatever you do, don't:
- Be rude
- Ignore them
- Delete them
- Close the comments section
Learning from Mistakes: The Path to Mastering Social Media Customer Service
If you're a company as large as Amazon, it's understandable that they may encounter a significant number of unsatisfied customers. However, their social media customer service team handles these situations with great expertise.
While they may not be able to make every unsatisfied customer happy, they do effectively minimize the negative impact and create a positive image of a caring team by openly addressing issues and acknowledging the need for further assistance.
Sendible - Assign the conversation to the right person
Responding to comments in a timely manner is crucial. However, it's important to prioritise the quality of the response rather than just rushing to reply within 15 minutes.
Source: @sendible
Thankfully, Sendible provides a convenient solution for marketers and our team. It allows you to monitor conversations in one place and assign them to the most suitable person to respond.
For instance, if a query pertains to a specific feature or platform issue, our dedicated customer service team will handle it. Questions about pricing, plans, and trials will be directed to our knowledgeable sales team experts. And for all general social media inquiries, best practices, strategies, and more, our exceptional social media managers will provide assistance.
This approach ensures that our valued customers and followers receive the highest quality responses in a timely manner.
Assign conversations to other teams with Sendible.
Monitor incoming direct messages and comments and quickly respond to increase engagement. Delegate messages such as sales opportunities and support issues to help provide better customer service.
