How Social Media Affects Customer Support

People primarily use social media platforms to connect and chat with friends and family. In the US, 77% of the population1 has accounts on at least one social media platform.

But social media has also become important for customers who want to share their experiences with a product or brand, whether it’s to contact the business or just to share with other consumers. That’s why it is important to build up and nurture your social media support strategy so that customers’ unsatisfactory reviews of your brand on social platforms don’t go unnoticed.

If you don’t make it right, more and more social media users will see these damaging posts that can sway the public opinion of your brand. Social media has a huge effect on customer support. Here’s how social media affects customer support, beginning with its impact on customer service.

Social Media’s Impact on Customer Experience

Customers have a better experience using social media over other channels to seek customer service. In fact, 32% of internet users in the US2 say that the most frustrating customer service channel is voice/phone, while only 6% say the same for Twitter and 5% for Facebook. A recent study showed that 60% of consumers3 want easier access to online channels of support for improved customer service experience. The same research found that 53% of customers want faster response from agents. That’s why it’s important for brands to recognize how important online communication is.

And one of the easiest ways to provide easier access and faster response times online is to provide comprehensive social media support. For example, you can meet customer support needs on Facebook by setting “away” hours on your page, showing an average response time to customers, and setting up automated answers on Facebook Messenger.

Solve Customer Complaints Quickly

Whether your brand is active on social media or not, customers will speak their mind about you if they have a complaint.

Studies show that 84% of consumers4 expect companies to respond to complaints within 24 hours. And if you don’t respond, your competitors will. So if you make an effort to respond to these issues, you can avoid losing customers.

Facebook Messenger is pushing the envelope for rapid responses. If brands don’t reply to 90% of queries within 15 minutes of receiving them, they won’t earn the “very responsive to messages” badge on Facebook.

By earning and maintaining this badge, you’ll show Facebook users that they can rely on you for swift and effective help on the platform.

Widen Your Reach and Monitor Brand Mentions for Proactive Support

The average person has at least seven social media accounts5. If your customers use several social accounts, you should too. That way, they’ll be able to reach you regardless of the platform they’re currently using.

As a bonus, you can build comprehensive customer profiles by engaging with customers across different platforms. And by monitoring brand mentions with social listening tools, you can be proactive about your support strategy. Set up keyword searches and engage with every person who mentions you in a post, whether they tag you or not.

For example, there are several occasions where Twitter users talk about brands online without actually tagging the brand with an @ mention, like this post mentioning Zappos.

Since Zappos was monitoring any mention of their company even without a tag, they saw it and responded.

In this case, the post was positive, making it a great opportunity to build a stronger relationship with the customer even though there wasn’t an issue. By monitoring these mentions, you can catch issues before they become larger problems (or before a post bashing your brand goes viral). To monitor these mentions and improve your social media game, try Freshdesk’s social media helpdesk.

Try Freshdesk’s Social Media Helpdesk

With Freshdesk’s social media helpdesk, you can monitor conversations across platforms and engage with your customers to resolve problems or have brand-building conversations.

Unify your support on both Twitter and Facebook and resolve issues on the platform that your customer contacted you on, all without leaving your helpdesk dashboard.

You can structure your social support with automations to make sure that every issue, negative or positive, is handled correctly and quickly.

With our helpdesk, you can keep tabs on conversations on Facebook and Twitter by entering the keywords that you want to track.

The best part is that you can convert social media posts from Twitter and Facebook into tickets. From there, you can assign each ticket to specific agents or groups and use ticket statuses from within the platform to track the progress of each query.


Thousands tons of people use social media to engage with brands about their products or services. That’s why you have to up your social media support game. There are several tons of benefits to social media customer support, beginning with its ability to positively impact the customer experience.

On social media, you can solve customer complaints more quickly and earn coveted badges to show off how rapidly you respond. By being present on more than one social platform, you can monitor brand mentions across every channel and be where your customers are. That way, they can find you no matter the channel they’re currently using.

Try Freshdesk’s social media helpdesk to unify your support across platforms, use different automations, monitor keywords and brand mentions, and convert social posts into helpdesk tickets. Use our social helpdesk to take your social media support strategy to the next level today.

1 – https://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/
2 – https://blog.sprinklr.com/5-stats-social-media-customer-care/
3 – https://www.kleinerperkins.com/perspectives/internet-trends-report-2018/
4 – https://fonolo.com/blog/2018/01/the-next-big-thing-in-social-customer-service/
5 – https://www.marketingtechnews.net/news/2017/nov/17/average-person-has-7-social-media-accounts/