April 24, 2020

How to Take Advantage of Social Media for Customer Service

a group of people interacting with social media

Providing great customer service is always important, but during times of uncertainty, it is especially essential to every business. If you’re a social media or community manager who’s checking direct messages, mentions, and online reviews across platforms, it can feel overwhelming to manage the influx of different channels across multiple locations. This guide breaks down how to effectively manage customer service across all social media platforms, starting with Facebook Messenger.

Using Facebook Messenger For Social Media Customer Service

Facebook Messenger is the second largest global messaging platform with 1.3 billion users, closely behind WhatsApp with 1.6 billion active users. With the ability to automate responses and respond directly to users, it is one of the best ways to manage customer service and ask for feedback on social media.

showing the importance of social media customer service with a graphic on the world's most-used social media platforms

Follow the next four steps to configure your Messenger tool to provide streamlined customer service and collect valuable feedback.

To start, check that Messenger is enabled by going to your page’s “General Settings” and be sure under “Messages” the checkbox for allowing people to contact your page privately is enabled.

an image of the messenger page settings list to show how to effectively use social media customer service

When you visit the “Messaging” tab under page settings there are a few things you want to set up to ensure a streamline customer service experience.

  1. Turn on “Show a greeting” and be sure it’s updated. Facebook has an automatic default greeting. It’s recommended to keep this personalized to the individual (first name, last name) when reaching out, but update the message to match the needs of your brand.show customers how to create a greeting on messenger for social media customer service
  2. Set up automated responses to ensure you’re getting back to everyone in a timely manner.
    an image showing the setup of the automated responses on messenger
    Automation is a helpful tool. However, empathy is a much-needed element in communication right now, and support teams should show humanity in their actions. If you experience an influx of communications, setting up automated responses can help guide individuals to self-starter resources so you can spend more time connecting with those who need one-on-one attention.For starters, we recommend setting up automated responses for:

    • Away Message: Different from the days of crafting the perfect AIM away messages, social media managers can manually make the page “away” in the inbox or schedule times for your page to be away each week. You can also customize a message to include the hours you will be away, etc.
    • Contact Information: Especially important if your contact information has changed recently due to current circumstances. This information will be available for users if they ask about the best way to contact you.
    • Frequently Asked Questions: These will be prompted based on questions people ask on your page. To help people help themselves, these will appear at the beginning of a conversation with your page as well.an example of the automated away message on messenger

    If you choose to have some automated responses, be sure you have “Instant Reply” turned on under “Automated Responses.” You can customize this to provide more info about your company, link to any resources on your website, or let individuals know about response time. If you have your Away Message on, individuals will receive this instead of an Instant Reply.

  3. To help streamline communications through Facebook, be sure you share your Messenger URL. It’s a great idea to share this link across all communications – whether it be on your website, across your other social media channels, emails, and customer communications. Let people know this is a good way to receive customer service help. If you want to change your Facebook URL, this guide explains how.a picture of the messenger URL settings to take full advantage of social media customer service
    Facebook also allows you to add Messenger to your website with a customer chat plugin. If chatbot services are new to your business, you can use this plugin to streamline communications through one platform and make Messenger easily accessible.
  4. Automate feedback requests by embedding the ReviewTrackers link within Messenger. This is another way to easily request feedback from customers and inform your team of customer experiences. If you’re excited about the prospect of automation, Hootsuite outlines tools to build your Facebook Messenger chatbots as well. If you already use a social media management software, like HootSuite, you can also set up a handover protocol.

Other Ways to Provide Exceptional Customer Service on Social Media

With different cross-functional teams managing inbound inquiries, having one tool to streamline reviews and social media communications is key.

Reply as Soon as Possible

By using a social media management system, you are able to see inbound inquiries from Twitter, Facebook and LinkedIn, as well as comments on Instagram. Instagram’s API does not allow for checking/replying to direct messages, so this functionality will need to be handled manually.

As people may air their grievances across a variety of platforms, do your best to try to take things off public-facing platforms and move to direct message, email, or phone call, especially as it pertains to personal information. 53% percent of consumers expect a response to their review within 7 days so be sure you’re replying thoughtfully to both positive and negative experiences as well.

Be Sure You’re Broadcasting the Best Ways to Get in Touch

The best ways to get in contact with your business shouldn’t be a secret. Beyond having Away Messages and other automated abilities on Facebook Messenger, bios across your other social media platforms should reflect the best customer service hours and times for response. If you’re experiencing times of heavy inquiries, schedule posts at the end of each day that remind users of your support hours or estimated response times. In addition, linking back to FAQs or other helpful information is important to try and help users solve problems prior to speaking to a representative. Managing those messages are easily done through social media scheduling tools to help maintain consistency.

In addition to proactively reminding individuals of your customer service protocol, you can share the link to your Facebook Messenger URL across other social media channels to direct people through one line of communication.

Ask for Feedback

At the end of the day, you want to know if your customers received the best service, and also want to be able to share that information with your support team. You can leverage ReviewTrackers at the end of a social media customer service interaction, by asking for feedback (rating your business on a scale to help understand your Net Promoter Score), or a review (across Facebook, Google or other sources) with the “Ask Tool.”

67% of consumers said a “good customer service interaction” had an effect on their future buying habits, specifically by recommending the product or service they bought to others. Capitalize on these interactions by asking for a review! Having this feedback readily available is great social proof for your business to support the customer experience, and influence future customers to choose your brand over a competitor.

ReviewTrackers has the ability to integrate with social media management tools to help maintain a pulse on the inbound inquiries and responses directly to both social media requests and reviews – making it easy for cross-functional teams to collaborate. Schedule a demo with us to see how your social media and review management needs can come together under one platform to improve the customer experience.

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