Facebook, LinkedIn, Snapchat, Pinterest and Twitter have enabled brand managers to reach billions of consumers.
Though social media has provided engagement opportunities, platforms have also become an avenue for people to complain about customer experiences.
Consumers prefer social media for customer service over any other medium (34.5 percent), and 90 percent say they use social media to communicate directly with brands.
Brand managers who are able to effectively address a customer’s complaint online can find a strong return. Seventy-five percent of customers will share their positive experience with a brand’s customer service team online, and an answer to a social media complaint increases the likelihood of brand advocacy by 25 percent.