Creating a Facebook page is a no-brainer for most brands, but working out rules for how you plan to respond to consumer complaints and comments through social media is altogether more difficult.

Data from Fishburn Hedges shows that 36% of consumers have engaged with brands through social media and 40% of people believe that social improves customer service.

So brands clearly need to have a strategy in place for using social as a customer service tool.

We’ve previously looked at whether Twitter is creating a VIP customer service channel and blogged eight things to consider before you start using social for customer service.

This infographic from Demandforce looks at the ROI of being attentive to customers on social, including stats from our blog post about how being socially devoted to your customer care increases ROI...

David Moth

Published 13 August, 2012 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (4)


Nick Stamoulis

I think the key to great social customer service is transparency. If you only have one or two people watching social sites for customer concerns/questions you might not be able to respond to everyone right away, but you'll keep plugging away at it. Let your customers know this and they'll be a lot more forgiving.

about 6 years ago


Lorraine Blake, Online Marketing Manager at Veltra

I know some businesses that remove negative comments or difficult questions. Are there any benefits of leaving them on?

about 6 years ago


Alex E

@Lorraine, if a company is quick to react to negative feedback, and staff have the flexibility, authority and power to make case-by-case decisions to turn around a complaint, it can become an asset to leave it online. Customers will see the company has nothing to hide (because there is nothing more suspicious than a page that only contains glowing reviews), and customers will feel reassured that if they have a problem they have a platform to be heard, and any issues will be resolved - this will make a more confident customer, which should lead to a customer who is more likely to convert.

about 6 years ago


Maureen Ridley, National Library of Scotland

@Alex Very well said! I often wonder why companies respond to favourable comments but not the negative ones. Not responding to a dissatisfied customer's complaint makes it seem as if the company doesn't care or is unwilling to tackle its customer service issues.

about 6 years ago

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