Upon completion of this course, participants will be able to:

• Apply platform-specific best practices for social media customer service
• Manage customer interactions effectively across major social platforms
• Respond to positive and negative social media content appropriately
• Implement proactive online reputation management strategies
• Measure and analyze social media customer care effectiveness
• Handle social media crises and viral situations professionally
• Balance marketing and customer service objectives on social media
• Utilize social listening tools to identify customer needs and concerns
• Develop social media policies and protocols for customer interactions

• Social media managers and community managers
• Customer service representatives handling social media
• Marketing and communications professionals
• Brand managers and reputation specialists
• Small business owners managing their social presence
• Public relations and corporate communications staff
• Digital marketing and customer experience teams
• Anyone responsible for social media customer interactions

This course employs a platform-focused methodology with real-world scenarios representing common social media customer service situations across different industries. Participants will analyze case studies of exceptional social care and reputation management successes, as well as social media failures and their consequences. Group activities will include social media simulation exercises, crisis response role-playing, and platform-specific technique workshops. Individual exercises will focus on personal social media audit, response writing practice, and reputation monitoring setup. Mini-case studies will examine specific social media challenges such as viral complaints, review site management, and competitor comparison. Syndicate discussions will explore the balance between marketing and service objectives on social media and develop frameworks for integrated social media strategy.

Social Media Customer Care Fundamentals

• Evolution of customer service on social media
• Customer expectations for social media response
• Differences between social care and traditional customer service
• Major social platforms and their customer service applications

• Creating effective social media response protocols
• Brand voice and tone guidelines for social care
• Legal and compliance considerations in social interactions
• Employee social media guidelines and training

Platform-Specific Service Techniques

• Utilizing Facebook Messenger for customer care
• Managing comments and reviews on business pages
• Facebook groups for community support
• Response timing and format expectations

• Effective use of direct messages and public replies
• Handling character limit constraints creatively
• Twitter lists and monitoring for service issues
• Hashtag management for customer service

Additional Platform Management

• Customer service through comments and direct messages
• Using Stories and Live features for service communication
• Visual content for self-service and education
• Influencer and partnership considerations

• Professional tone and approach on LinkedIn
• Handling B2B customer service interactions
• Company page management for customer care
• Employee advocacy and professional reputation

Social Listening and Monitoring

• Social media monitoring tools and techniques
• Identifying customer mentions and conversations
• Sentiment analysis and trend identification
• Competitive intelligence through social listening

• Identifying opportunities for proactive service
• Joining relevant conversations appropriately
• Community building through social engagement
• Turning social listeners into brand advocates

Online Reputation Management

• Tools and techniques for reputation tracking
• Review site management and response protocols
• Measuring brand sentiment and perception
• Identifying reputation risks early

• Strategies for enhancing online reputation
• Encouraging positive reviews and testimonials
• Employee advocacy programs
• Crisis preparation and reputation resilience

Crisis Management on Social Media

• Developing social media crisis response plans
• Identifying potential crisis triggers
• Escalation protocols for social media issues
• Crisis communication team roles and responsibilities

• Immediate response protocols for social media crises
• Managing viral negative content
• Communication consistency across channels
• Post-crisis reputation recovery

Measurement and Optimization

• Key performance indicators for social care
• Customer satisfaction measurement on social media
• Response time and resolution rate tracking
• ROI calculation for social care efforts

• Analyzing social care performance data
• Staying current with platform changes and trends
• Competitive benchmarking and best practice adoption
• Developing personal expertise in social care