In another era, paradoxically so far and so close, the only solution for customers was to ask their question in person, face to face with the salesperson. Then came the phone. Then the 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 your business directly. To do this, here are 6 tips and best practices to have when responding to your customers on social networks …

1. Available you will be

Remember. You had asked a question on Messenger to a brand that is familiar to you, without ever having received an answer. You felt frustrated. You wanted your answer now.

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

A telling figure: Your business earns 3-20% customer spend per interaction if you answer your customer’s issues in less than 60 minutes.

This is what 42% of consumers expect.

It’s up to you to organize yourself to respond as quickly as possible. Dedicate one of your collaborators specifically to this task, activate message notifications, or fill in the response times in an automatic message for example.

social networks

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

2. The brand image you will respect

We hear a lot that customer service on social networks must be “cool”, “relaxed”, synonymous with familiarity with the customer and others in order to increase the proximity of the two parties.

In reality, it is not that simple.

If your business is positioned for example in the luxury sector, talking to your customers by using spoken language will have a negative impact on your brand image.

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

3. No false promises you will make

The beginning of social networks as customer service tools includes behaviors that are still unsuitable.

Indeed, more than one person has found themselves having a broken promise.

“We will get back to you as soon as possible. “

“We are sorry and will do what is necessary as soon as possible. “

“Hello, an advisor will contact you. “


While this behavior is less and less common, be careful with it taking into account 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 make broken promises.

Explain transparently how long it will take to resolve their issues. They will genuinely appreciate your honesty.

customer service

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

4. By the same channel you will close

When one of your customers contacts you on social networks, it often happens that because of manipulation or other, you have to respond by email, or even call him directly.

For example, if a customer sends you a message on Instagram indicating that he has forgotten the password allowing him to connect to his member area, you will 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 am sending you your new password to your mailbox”.

Your customer will have the sensation, even oblivious, that customer service has not been successful. Worse still, if a few months later, this same person wants to contact you again and falls back on this conversation, they will come across your last message and may think that you did not do the necessary.

The moral: always end the conversation on the social network in question. Always.

5. Humanize the person you will do

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

Above this nice message, the photo 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, a response on social networks by introducing yourself while having a profile picture is much more efficient.

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

And you can go even further by calling your customer by first or last name (it will depend on the brand image you want to convey).

6. Always positively you will answer

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

In this, remember that you are not only dealing with the rational problems of your customers, but also the emotional state that accompanies them.

So make sure you formulate light responses that are never aggressive or that could be misinterpreted.