A smart question that shifts focus from marketing to retention.
Short Answer: Effective X customer service relies on using public text replies for initial contact and private DMs for resolution, while proactively creating helpful video and image content for common issues.
The key is to match the content format to the specific stage of the customer service interaction.
Your public-facing strategy must be built on speed and clarity. First, every initial response to a customer complaint must be a swift, non-automated plain text reply; this format is essential for publicly acknowledging the issue and showing other followers that you are responsive. Second, to proactively address common questions, you should build a library of support assets, including short video tutorials that demonstrate solutions and clear, well-designed infographics (image format) that explain complex processes. When sensitive information is required, the only appropriate action is to direct the user to a private, text-based Direct Message to protect their privacy. The most harmful practice is to ignore public complaints or to respond with an impersonal, marketing-heavy video or image, as this will only escalate the customer’s frustration.
Cheers,
Jeff
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