6 Tips and Best Practices for Responding to Customers on Social Networks

In another era, paradoxically so far and so close, customers had only one solution to ask their questions face-to-face with the seller. Then came the phone. Then email. And today, social networks. Now, these are an integral part of customer support, and for good reason: faster, more instantaneous. And like any entity in your customer support, social networks directly impact customer satisfaction, and therefore directly impact your business. To do that, here are 6 tips and best practices when responding to your customers on social networks…

1. Available You Will

Remember. You asked a question on Messenger to a brand you know, without getting an answer. You were feeling disappointed. Now you wanted your answer.

Since social media is all about promptness and uptime, the time to respond to your customers is shorter than other communication channels.

An important statistic: If you answer your customer’s issues in less than 60 minutes, your business earns 3-20% customer spend per interaction.

This is what 42% of consumers expect.

It’s up to you to organize yourself to respond as quickly as possible. For example, dedicate one of your colleagues specifically to this task, activate message notifications, or enter response times in an automated message.

Social Networks

Here, the watch rental company has chosen to explicitly omit the average response time of its customer service. It’s only 18 minutes, enticing customers to message them and get a quick response.

2. The brand’s image you will respect

We hear a lot that customer service on social networks should be “quiet”, “relaxed”, synonymous with familiarity with the customer and others in order to increase the closeness of both parties.

In reality it is not that easy.

For example if your business is located in the luxury sector, talking to your customers using spoken language will have a negative impact on your brand image.

It is up to you to decide what works best for you. Just be sure to choose how you respond to your customers that best suits your brand image. Social networks are no longer just for young teens.

3. Will not make any false promises

The beginnings of social networks as a customer service tool include behaviors that are still inappropriate.

In fact, more than one person has found themselves a broken promise.

“We’ll get back to you as soon as possible.”

“We are sorry and will do whatever is necessary at the earliest. ,

“Hello, a consultant will contact you.”


Although this behavior is less and less common, be aware that social media is as much a part of your customer service as any other medium. Respond to your customers with the same seriousness, and most importantly, don’t break promises.

Explain in a transparent manner how long it will take to resolve their issues. They will really appreciate your honesty.

customer service

In this example, the Délices des sens chocolate factory was transparent with its customers. He asked her to wait a few minutes to verify his request.

4. From the same channel you will close

When one of your customers contacts you on a social network, it often happens that due to manipulation or others, you have to respond by email, or even call them directly.

For example, if a customer sends you a message on Instagram indicating that they’ve forgotten the password to allow them to join their member area, you’ll probably send it back by email.

and that’s all.

However, it is not advisable to stop there. Because in your Instagram conversation, the last message will be “Hello, I’m sending you your new password to your mailbox”.

Your customer will have the feeling, even oblivious to the fact that customer service has not been successful. What’s worse is that if a few months later, this same person wants to contact you again and withdraws from this conversation, they’ll come to your last message and may think you didn’t do the necessary thing.

Moral: Always end conversations on social networks. Always.

5. Humanize the person you would be

“Hello, I’m a Marine and I’m here to help. What can I do for you?”

Above this nice message, picture of this smiling Marine. She looks sympathetic.

See how little effort it takes to humanize your customer service. While a response by email is completely impersonal, responding by introducing yourself while having a profile picture on social networks is much more efficient.

You assure customers that they are talking to humans, not AI.

And you can go even further by calling your customer either by first or last name (depending on the branding image you want to convey).

6. You will always answer in the affirmative

Unfortunately, most customer service matters are questions, frustrations or disappointments.

In this, remember that you are dealing not only with your clients’ rational problems, but also with the emotional state that comes with them.

So make sure you create light responses that are never aggressive or can be misinterpreted.

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