Brands are now using social media platforms like Facebook and Twitter for customer support and service, allowing customers to communicate directly rather than going through traditional channels. Some brands have dedicated customer support staff who answer queries publicly on these sites, while private conversations can also take place. However, proper policies and procedures need to be in place, including monitoring social media sites, having trained staff to handle complaints, and coordinating responses across departments to provide good customer service on social media.

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Business Marketing Social Media Marketing
Using Social Media for Customer
support and service
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In the past if a customer had an issue about a product or service they would would have
had to write in or speak to a complaints department. In recent years, customers with
queries or complaints have been diverted to a call centre in another country, often further
infuriating them and providing inadequate levels of customer support.
See Shoe Making Business Plan Feasibility Studies 2020 (PDF/Word)
With the advent of social networks. customers can now bypass these traditional channels
and communicate directly with brands via sites like Facebook or Twitter. This can be done in
two different ways each of which requires a different approach. People either access a
brands online social media presence and start a conversation or they use their own social
media profiles to voice their concerns or complaints.
Brands like Vodafone (www.facebook.com/vodafoneuk) and Delta Airlines (@deltaAssist)
use social channels as specific customer service tools. Individual, and in many cases named
customer support staff answer queries online and most of these queries remain in the
public domain.
However, it is also possible to have private conversations on both Facebook and twitter. On
Twitter, you need to get the person to follow you before you can send them a direct
(private) message. On Facebook you need to go to your Page s admin settings and tick the
box that says “Show Message Button”. This enables any Facebook user-whether or not they
like your Page to send the Page a direct (private) message. You can then respond to this
message.
See Using Social Media for News distribution and public relations
Note you cannot initiate private conversations with people from your Facebook Page
Clearly, if your objective is to use social media as a customer support channel, you need to
ensure that you have the policies and procedures in place to do it properly. These may
includes;
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round-the-clock monitoring of your site (s)
dedicated and correctly trained staff to deal with complaints
close collaboration between internal departments to ensure a joined-up approach.
Being responsive in the social media arena can’t just be about apologies- it’s got to be
about serving the consumer.
Don just pay lip service and make your presence all about managing your brand reputation.
Get a proper customer support service running ad really make your presence count.
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