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Social Media Guide for Improving Customer Service

In the digital age, options abound for providing premier customer service through the web, and using the right platform is paramount.

Social media is a great way to get in touch with consumers and build up your reputation, but with top platforms hosting millions of users each, it can seem overwhelming to find a good starting point.

Each platform is unique, so it’s important to assess which will serve your business best. Social media can be used to forge a closer relationship with your clients and broaden your marketing, contributing to stronger customer service.

A 2020 study showed that electronic word-of-mouth is key to increasing consumer brand engagement.

So which platform is the best tool for your business? Let’s look at how some of the most popular social media platforms can be used to connect with customers.


LinkedIn is all business-oriented; it’s social media for employers and employees.

Employees can create profiles exhibiting their work experience and skills. Employers can create profiles to connect with their employees, share job openings, post new information to their feed, and more.

The website advertises its use for finding candidates for work, marketing to professionals, and providing an abundance of tools for learning how to improve business.

If your business could benefit from building professional relationships or advertising your services to other businesses, LinkedIn may be the place to start.


Facebook shares a lot of LinkedIn’s professionality, but its audience is significantly larger.

It’s a great platform for maintaining a sleek business page while being able to engage with casual consumers.

Facebook’s business profiles allow users to link to their website, list hours of operations, and connect other methods of contact. Making that information easily accessible can encourage new customers.

Facebook and Instagram accounts can also be connected to merge private messages and manage posts more easily.

This platform would be ideal for brick-and-mortar stores looking to expand their customer base and forge new connections more easily.


Instagram relies almost entirely on images. While business accounts are provided with helpful insights and statistics, a feature unique to this platform is that businesses appear the same as every other user.

This platform provides the space for only a brief biography, and the rest of the profile is comprised of past posts. Visual appeal, of course, is very important here.

Posts can be a single image, a collection of up to ten images, or 15-second videos called Reels.

Story posts stay up for only 24 hours. Facebook has the same feature, and the platforms allow you to post stories to both at once.

Instagram can work fantastically for all sorts of businesses. Use it to advertise fun experiences or new products.


Twitter limits posts to 280 characters or less blurbs. In this platform’s case, conciseness is key.

The ability to tag others in posts and respond with retweets makes Twitter optimal for publicly engaging with other brands or figures.

Twitter’s business page boasts one thing primarily: novelty. Twitter users are the first to hear of new happenings and try new products.

It’s fast-paced and trendy.

Twitter is great if your brand is ready to put itself out there and give the world something new and captivating. Large chains have had great success with further pushing their presence through this social media platform.


TikTok is the newest platform to appear among the top most-used social media sites.

Creators can post videos up to ten minutes long, though most still stick to less than a minute. Viewers can flip through videos from one to the next, getting a constant stream of visual entertainment.

TikTok advertises its direct influence on popular culture and the newest trends. It exemplifies uses for makeup artists, cooks, educators, and more.

This platform can be a great tool for reaching new consumers if you’re able to produce video content.

That summarizes some of today’s most popular social media platforms, though there’s a lot to learn about each. Most sites, including all of those mentioned here, have many additional features, like direct messaging and paid advertising.

However, it’s best to start by getting an idea of the audience and what type of content is expected. That is the first thing you need to know when determining which platform best suits your business.

Using multiple accounts is best to reach as many consumers as possible, but that isn’t always feasible, and not every site will work well for every business.

Consider what your business needs most and the type of customer base you’re trying to attract, and determine which social media platform will get you there.