How to use Social Media to Improve Customer Service

May 14, 2013

Social media is increasingly becoming a way to interact, share information and highlight a company or brand’s culture and identity. But in addition to conveying information to followers and audience members, social media can also be a valuable tool for improving customer service. Because social media offers two-way communication, it not only gives consumers a chance to voice their opinions, complaints and successes with a brand or company, it also gives businesses the chance to publicly respond, showing other audience members how well a company deals with an unhappy consumer. Despite the value of communicating with potential and current customers, using feedback adequately can be tricky.

positive and negative reviews

Use Both Positive and Negative Feedback

Whether or not a comment or feedback offered by a consumer on various social media is positive, using the information to provided to either rally the troops with positivity or use comments to improve customer service and streamline procedures is valuable to a business. Many companies spend a lot of money offering surveys and gathering information about a customer’s experience with their brand. Social media offers businesses and managers the perspective of followers and clients in a very organic manner. Answers and information provided is not dependent on questions or choices in a survey. Instead, consumers often use social media to offer clear, concise, pinpointed information about their specific experience.

Stay Positive

Many times, consumers may only comment or post on social media when they’re unhappy, leaving some business owners and frustrated or defensive. In contrast, every comment should be addressed with positivity. Not only are rude, frank or honest comments and posts providing feedback, they also serve as a sort of review, which other consumers may use when deciding whether or not to call or purchase from a business. Other consumers often understand that a business may not please every single customer. But despite this fact, how a business or representative responds to a complaint can sway future consumers just as much as the feedback left on a social media outlet.


Ask for Feedback

While some consumers may offer their opinion freely using social media as an outlet, others may need prompting. Asking for feedback shows consumers that a business is concerned with the way they are perceived and what their customers endure. Since positive feedback sometimes occurs less frequently, asking for feedback may prompt followers who’ve had a great experience to share it with others and with social media managers, offering a boost in company morale and highlighting quality service to potential clients.

Show Listening Skills

Using the information consumers provide through their comments and critiques shows customers a business and leaders are listening and willing to change and improve based on what their target market desires. Displaying listening skills is vital to not only making a situation right but also taking information and improving future experiences for commenters and other consumers. Additionally, responding to criticism shows audience members that a business is not only using social media to sell them something but to offer a method of two-way communication and interaction.