While you might not have a dedicated social media customer service team, it's important to have dedicated reps assigned to answering questions that come in through social messaging.
Why? Well, based on a recent HubSpot survey, 65% of consumers use social media messaging apps to contact customer service.
Let's dive into the key metrics you should be using to measure your service team's social media messaging success.
Social Media Customer Service Metrics
Social media customer service metrics help you keep track of how many people are reaching out to your business via social media and how effectively you're meeting their needs. KPIs like average response time and customer sentiment are key indicators of customer satisfaction and delight.
6 Ways to Measure Your Success
Here are six ways to track how successful your social media customer service efforts are.
We'll review each KPI in more detail.
1. Issues Resolved
At HubSpot, our social media support team is composed of individual reps across a large number of teams and offices who also work on regular support channels.
The project lead, who handles training and reporting, tracks how many issues are solved in a given time period.
Ben Lawlor, a Principal Customer Support Specialist at HubSpot, who worked on Twitter support for a year, says, "The communication was quite reactionary and success was related to whether we could get the issue solved for the customer either in Twitter replies or DMs."
While it might sound obvious, the best way to measure this is through tracking your success against your goals.
Goals may include:
- Responding to all social media messages within a certain time frame
- Handling customer complaints directly in your messaging platform (instead of needing to move the communication to another channel)
Pro tip: For this KPI, think about things like how long it takes to fix a customer issue, how long it takes to reply to a message, or how many issues are solved on social media.
2. Social Media Customer Satisfaction Score
Tracking success on social media messaging apps isn't that different from your other support channels like phone, email, or live chat.
However, it's a good idea to separate the reporting. This means looking at the customer satisfaction scores you receive from social media as its own data set.
To do this, you can send specific customer satisfaction surveys to customers who have resolved an issue on a social media messaging platform, like Twitter or Instagram.
The survey still works the same way — you'll get a score for how satisfied your customers are with their social media support.
Pro tip: You can automate this process and send surveys via direct message once an issue is solved on social media.
3. Social Media Net Promoter Score (NPS)
Similar to measuring social media customer satisfaction, it's important to track the Net Promoter Score (NPS) too.
This is another survey that you can automate to send to customer who have reached out for support on social.
It's always smart to be specific with your metrics and success tracking. Are people who use your social media support more likely to recommend your company to a friend than those who call the call center?
Pro tip: Keep track of this by comparing your social media NPS surveys to the overall satisfaction scores of your customers. This will help you see trends and strategize for the future.
4. Number of Inbound Messages
Another way to measure the success of your social media customer service is to look at the number of inbound messages you receive.
How often do people use social media tools to reach out versus calling or emailing? How many messages or DMs does your company get in a day?
This will help you make sure you're dedicating enough resources to this channel and keeping your team properly staffed.
Pro tip: If you'd like to direct customers to your social media channels for support instead of your call center, try using voice AI to automate a redirect message when they first call in.
5. Average Response Time
Average response time is an key metric for social media support teams to use.
That's because it's important to know how long it takes for a rep to respond to a customer message on social media and the amount of time it takes to solve the issue.
Ultimately, this will help you keep track of reply wait times, time to first response, and resolution rates of your social media support inquiries.
Pro tip: As a baseline, 79% of consumers expect a response within 24 hours of reaching out to a brand on social media, and 40% expect a response within an hour.
6. Customer Sentiment
An excellent way to track your social media support team success is measuring customer sentiment. This is a metric that many social media tools keep track of based on mentions and conversations online.
Ultimately, if you provide poor customer support on social media, you'll receive negative mentions. The better support, the more positive mentions.
That's why you should look at customer sentiment and have goals around improving customer sentiment on social media.
Pro tip: HubSpot's Social Media Management Software allows you to easily monitor and analyze interactions with your audiences on social media.
While you might not need to have a dedicated social media customer support team, it's still important to measure the success of your social media messaging efforts.
In the long run, it'll help you optimize your omni-channel customer support strategy.