Those that have done so are probably in the minority. As social media and marketing technology platforms have enhanced their customer service offerings—such as Twitter’s stripping away direct message restrictions and Facebook’s “Very Responsive to Messages” badge of honor—companies have shifted resources from to call centers to social media staffing.
The next monetary shift indicates a new opportunity for the social media marketer to shine: the investment in chatbots.
You’d be hard pressed to find a role in social media marketing today where some hybrid of community management and customer service wouldn’t cross your desk.
Though this means you might already play a role in putting a brand’s customer service budget to work, there’s an important tradeoff to consider. Consumer dependency on chatbots means decreasing investment in mobile apps. That indicates a shift in marketing allocations, for your brand or for your agency’s clients.