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There are two main considerations when using social media to provide support and customer service:

  1. What happens if someone asks a question or files a complaint on a social media platform? Which team member will handle that and how?
  2. Can your social media team can help your support team by publishing and promoting solutions to common issues/problems your customers have? This can reduce support time, create customer goodwill, and possibly generate new sales leads.

With these two considerations, your company has a great opportunity to directly engage with your customers through social media. Let's consider the same topic: printing in Microsoft Word 2010, but let's consider it from Microsoft's point of view.

Microsoft's marketing and/or support team could write a blog article titled "Microsoft Word 2010 Printing Issues," and try to catch Word users when they search Google and before they contactMicrosoft directly.