In the previous social customer service blog, we explored the trends driving increased brand interest in social customer service. Now, I’d like to dive into the social channels and marketing platforms used to develop social customer service solutions.

Why Social Customer Service? And Why Now?

Recently, we’ve seen the most popular social media platforms provide a host of new capabilities to enable social customer service.


Twitter has been the de-facto standard for social customer service, and the platform offers a number of features to provide better support.

You can display your support hours to let customers know when they can expect to hear back from you. Direct messages allow customers to share feedback, questions, or requests privately. And by checking the “provides support” box, customers can see that you provide customer service and a message button will also be added to your profile.


Your Facebook page will reveal upfront if you respond quickly to customer messages with a badge that ranks your response time.

It’s a good idea to set expectations with customers for how and when you’ll respond via Facebook. You can use Away Messaging and Instant Replies to provide an automated response to let customers know when you can respond.

Facebook also allows you to create chatbots to address common questions. Additionally, you can use Facebook Messenger to respond privately to public comments.


Why You Should Optimize Your Instagram for Business Account

While Instagram may not be the most obvious social media platform for customer service inquiries, a recent Sprout Social study showed that 55% of Instagram users rely on the channel for responses or solutions.

There are several ways to optimize your Instagram business account for customer service. First, include business information—your business principles, products, and services—in your Instagram bio. Instagram also allows you to add contact buttons so your visitors can connect with you without leaving the app.

Social platform challenges

Using these popular social media platforms for customer service also presents some challenges. One challenge to be aware of is the limitations many social media platforms are imposing on API-based data collection. At any time, Facebook, Instagram, Twitter, or any mainstream social platform could decide to restrict API usage—as many have already done.

Facebook and a number of other social media providers, including Instagram and Twitter, announced significant changes to their platforms, including API limitations restricting the amount and types of information developers can access about network users. This may limit your ability to quickly and efficiently collect data about your social visitors and also limit your ability to access certain customer service features.

What social platforms will the next generation of digital consumers rely on? It’s anyone’s guess, but we believe WhatsApp and WeChat will continue to penetrate the market. With the rise in popularity of TikTok and new business-oriented features, it will be interesting to see how TikTok factors into a social customer service strategy. As new social channels become relevant, brands will have to figure out how to use them for business and, if it’s appropriate, for customer service.

Marketing platforms

Download the 4 Steps to Social Customer Service ebook

There are a wide range of marketing platforms available to help you streamline and automate the management of your social customer service program. With more and more customers leaving email and phone calls as a method of customer service, the right platform will enable you to engage with this higher volume of conversations, handle open comments faster, and give internal teams across your organization visibility into the status of responses.

For example, Dentsu’s Social Customer Service solution, powered by DEG, leverages the power of Salesforce to solve cases quicker and easier, while engaging customers in the channel of their choosing. Our solution leverages Salesforce Marketing Cloud and Service Cloud products—including Social Studio and Automate—to help your social media and customer service teams assign and manage tasks across social networks. These technologies provide you with an enhanced, single view of the customer, and the ability to not only solve their queries today, but also prevent future issues and strengthen customer relationships.

Download our free guide for more insights

Social Strategy Redefines the Insurance Conversation

In our latest ebook, 4 Steps to Social Customer Service, we explore the importance of social customer service in creating long-lasting customer relationships, trends driving the social conversation, and the steps brands need to take to develop a comprehensive solution. Get a copy to begin crafting your solution today.

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