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The Digital Business Kit for Retailers

Learning Outcomes

Retailers will identify the online Customer Support strategies that can best suit their business. [printfriendly]

mod-arrow Social Media

cstwitSocial media includes community and communications platforms, such as Facebook, Twitter, LinkedIn and others, that enable people to communicate and share information with their personal networks of friends, family, and colleagues. Social media is the online equivalent of word-of-mouth networking and is an important aspect of many online marketing strategies.

Since your Customer support methods directly affect your customer experience and can have a positive influence on your product and brand marketing, it is equally important to recognise the role of Social media in your customer support strategy.


For more on social networking in marketing visit the eMarketing module.

Use Social Media for Customer Support and service

There are two main aspects to answering this question:

  1. It is already happening, whether you know it or not.
  2. You can proactively benefit from Social media as part of your customer support plan.

Social media is likely already playing a role in your Customer Support and service. The question is – do you know about it?

There are tools you can use to track if anyone mentions your brand directly in Social media – a couple of free tools include Hootsuite or Tweetdeck.

Example of a tweet: “I just saw the nicest shoes #greatshoestore.”  Seeing this gives you an opportunity to thank this customer. In event it is a negative comment, your brand can offer assistance. Or it could be a direct message to your company, such as “Are you still open?”

The sharing of your brand or product by customers is implicitly a review. Many companies embed their social media feeds directly into their website which offers a fresh supply of customer reviews, feedback, commentaries, etc. This needs to be managed! Negative comments should not be removed, but rather require a response and customer support.

When used proactively by your company for Customer Support and service, social media can be used to answer customer questions, place orders, do reviews, network your brand and much more. There are a few useful articles listed below and many more on the resource page of this website.

Social Customer Service Allows Startup to Outpace the Competition | Social Media Examiner: http://www.socialmediaexaminer.com/social-service-allows-startup-to-outpace-the-competition/

Using Social Media for Customer Service – CRM Magazine: http://www.destinationcrm.com/Articles/Columns-Departments/The-Tipping-Point/Using-Social-Media-for-Customer-Service-81584.aspx

9 Ways Top Brands Use Social Media for Better Customer Service: http://mashable.com/2011/10/28/social-customer-service-brands/

Why Social Media is a costomer support tool

There is a huge population using social media.  It is free (except for your time), and it is mobile. Look at these interviews on the video about two larger companies on their use of social media.

Broadcast live streaming video on Ustream