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Latest 02 May 2017 | Customer Service | 5 min read

The Hidden Marketing Value of Social Customer Care Tools

Social media at its inception was the perfect tool for marketers: direct access to their target market, real-time data, and a powerful bullhorn for their messaging. Marketing drove the social vehicle. But today, with the behemoth that social has become (81% of Americans now use it), customer service teams have taken the reins of social.

To help them, a whole new category of social customer care tools has emerged. Whereas the old marketing tools focused on content but neglected service, each team now has their own platform. Marketers needn’t worry, however: far from stepping on their toes, customer service teams are using theirs to generate immense value for marketers in interesting ways.

Here’s how.

How social customer care teams build immense value for marketers

1. Additional analytics and customer-care insights

Tracking data is critical to marketing teams, but standard marketing tools lack the ability to track satisfaction scores from within private social channels. Social customer service software bridges that gap and gives them what they need.  

One of most valuable features marketing teams gain from customer service's use of private channels, is the ability through channels such as Twitter DM to measure customer satisfaction scores (CSAT) in real-time. By monitoring real conversations (private or public) that may otherwise be overlooked, customer sentiment can be tracked and measured as it changes, for example, during a campaign or in reaction to a product change. By understanding these raw consumer opinions, marketing teams can shift their messaging to connect with customers on a deeper level.

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Along with conversation monitoring, these platforms can also capture invaluable product and customer care success data. On Twitter, for example, it's possible to filter through mountains of Tweets to allow agents to focus on the most critical issues and conversations. Each of these interactions are then followed by automated surveys which translate into detailed analytics on product feedback and social customer care success.

2. Sewing the seeds of delight and silencing social outbursts

Social customer care teams can also help marketers protect their brand in the social space by adhering to messaging guidelines laid out in a playbook, created with input from both teams. A playbook allows marketers to ensure that their social teams fully understand the brand’s messaging and are creating the right impressions while they go out and earn thousands upon thousands of additional, well, impressions. And thanks to social customer care platforms’ analytics tools, marketers can then easily track the workflows, approvals, and communication to ensure consistency and efficiency—an unprecedented bridge between the two departments.

A social customer care playbook is a bridge between marketing and customer service.

Social customer care tools also give agents the ability to shift conversations from a public space to private messaging channels, which have surpassed public social networks in terms of consumer preference, according to CBS. In doing so, agents can take their complaints out of the public eye and resolve them. This helps marketers retain public channels for the marketing messages they construct and deflects complaints and dissatisfaction to channels that can allow private, more discreet issue resolution. 

3. Peering into the world of dark social

While traditional marketing tools can easily track traffic through a brand’s pages or hashtags, 84% of brand mentions are made on ‘dark’ social channels—private conversations that are difficult to see or find. Social customer care tools can scan dark social and allow marketers to hear exactly what’s being said about their product behind closed doors. Customer service issues can surface that were otherwise concealed, candid reactions can be assessed, and loyal customers can be scouted who may have otherwise remained hidden from view.

Furthermore, big brands such as Adidas have started using private channels to push their marketing initiatives by finding and engaging with their customers directly. Marketers and care teams can partner to use these channels to push customized services, up-sell offers, or cross-sell products that specifically relate to a consumer without the noise of traditional social. These personalized interactions are a marketer’s dream, creating loyal customers and memorable brand experiences all at once.


Social customer care teams armed with the right tools are out there increasing brand awareness, improving satisfaction, reducing negative mentions, and surfacing hidden issues and advocates, and marketers more than ever are reaping the benefits. Learn more about how marketing and social customer care teams avoid collission by working with best-in-class marketing and social customer care platforms. Read Chapter 1 of our Defintiive Guide to Social, Mobile, Customer Service.

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