How To Use Social Customer Service To Improve Your Business

By David Reimherr

Jay Baer

Jay Baer is no stranger to social media and customer experiences.

In fact, he is the brainchild behind Convince & Convert – a digital marketing powerhouse that supplies services to some of the biggest brands in the country, including The United Nations, Allstate, Cabela’s, and Cisco.

Baer’s book, Hug Your Haters, is essentially a modern-day customer service manual. It teaches online companies, both small and large, how to increase customer feedback and decrease the number of online complaints they receive. Baer’s second book, Youtility: Why Smart Marketing is About Help Not Hype, was third on the New York Times best seller list. It is also a number one best seller on

The blog Baer hosts on his website was listed as the global number one content marketing blog by Content Marketing Institute – further illustrating Baer’s expertise in online marketing.

Jay was kind enough to sit down with us and talk about social customer service. More importantly, he dove into why a company needs it and how they can do it right for better customer experiences all around.


The reason behind Baer’s books and lessons on his website is the fact that the era of private customer service is over.

Back in the day, customer service representatives handled complaints over the phone, in-person, or by private emails. If the company was not great at customer service, no one would know. Customers could talk about their negative experience to their friends, but they couldn’t damage a large company by spreading their complaints via word of mouth.

However, thousands of people now know how companies operate, because they can read reviews online. So businesses and their customer service departments are now at a disadvantage. It is easy for a single customer to permanently tarnish the reputation of a company and penalize them for their poor customer service skills.


When Baer started working on his book, thought that speed was the most critical part of customer service. He turned out to be wrong.

While speed is important, the most important thing, Baer found, is that a company answers complaints and inquiries. They should answer all of their customers, regardless of how negative the claim might be. Sadly, in his research, he found that one-third of customer complaints are ignored.

No response, according to Baer, is a response to that consumer. No response tells them that the company does not care about them. Answering doesn’t necessarily mean the company will fix their problem either, but it tells a customer:

  • The company cares about them.
  • The company is advocating for their consumer’s happiness.
  • The company is willing to hear and learn from consumer complaints.


Baer points out that simply responding surprises customers. After all, they assume that if they reach out on social media, they will not see a response. So, exceeding expectations can improve a company’s image via social media.


Source:: Business 2 Community

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