How to use Facebook and Twitter for Customer Service

Users and consumers are increasingly present in different social networks where, among other things, they pour their comments and opinions on the products and services they use. So, why not offer a customer service through social networks to answer your questions and demands?

Make good use of social networks for good customer service

The consumers are customers or potential customers of the brands that sell products or provide services of various kinds. The majority are users of different social networks, among which Facebook, Twitter or Instagram stand out.

On the other hand, brands increasingly aware that you have to be where the client or potential customer is, begin to have a presence with a more or less defined strategy in different social media.

Obvious to say that without an online marketing plan or a social media plan in which the objectives of the brand are defined, the target audience of the brand is defined , the actions to be developed to achieve those objectives and others, it will be difficult to achieve results online . And much less, you can offer a good customer service through Facebook or Twitter.

Good use of social networks

Of course, there is no point in trying to use social networks as a means of customer service if we do not know how to make good use of them. What does this mean?

It means that brands must be aware that social networks do not have a holiday schedule or period, as their clients probably do not. That is, you have to be prepared to receive consultations at any time. Then we will see how to solve this not to be slaves of customer service through social networks.

It means that brands must know and must be willing to listen to what their followers, customers or potential customers say about it in the different channels they have on the network.

It means that brands will have conversations with users , customers or not, on social networks, and not only will they limit themselves to publishing their contents, offers …. but they will answer your questions, queries, complaints or suggestions through the means that each network puts at your disposal.

Consumers, who in the end are the users of the networks, want to know that the brands listen to them and take into account their concerns, doubts or suggestions.

That said, let’s see how a brand can use media such as Facebook and Twitter to provide a good customer service in these social networks.

Customer service through Facebook

On the basis that social media has meant a radical change from the traditional media in terms of the fact that communication is no longer one-way , it does not make sense that we do not allow our followers to communicate with us. through our Facebook page.

Activating this option is as simple as going to the section CONFIGURATION> GENERAL> PUBLICATIONS OF VISITORS, as we see in the image. If over time we see that this action attracts spam or other comments, you can always activate the option to review the publications before they are made public on the page.

However, a good customer service will derive most of the cases that require a more elaborate response or a personalized solution to the email or to the Facebook message service itself.

Some time ago, Facebook has taken pains to facilitate this task to brands in this medium.

If a brand usually receives the same or very similar questions, it can create type responses from the option enabled for it and that is in MESSAGES, in the icon indicated with the number 1 in the image.

Once there, the option MANAGE ANSWERS, indicated with the number 2 in the image, allows you to add the most usual answers, CREATE ANSWER (number 3), and give them a title by which to recognize them to recover them quickly (number 4) and answer like this to the user either from a computer or from the Page Manager on the mobile.

Finally, there is also the option to indicate that the customer service or assistance is absent. In this way, users will know that they can not wait for an answer soon or that they should contact the company in another way if the situation requires faster communication.

Customer service through Twitter

The customer service through Twitter can be done either by responding to the tweets that arrive through mentions or through the system of direct messages. However, Twitter does not offer the possibility of saving the most common responses as in Facebook, at least for now.

The first option is the least recommended in most cases, given the limitation of characters of each tweet and also, because there will be cases in which it is not interesting for the response to be public.

Direct messages on Twitter

But how can we receive messages from accounts that do not follow us? As is well known, Twitter only allows the sending of direct messages to the accounts that we follow. However, there is the possibility of activating the option to receive direct messages from any account without having to follow it for it.

To do this you must enter and activate the “Direct Messages” box as shown in the image.

Customer service hours on Twitter

It is also through that same url, where we can activate the option “Support account”, which will show in the biography of the account that this Twitter profile “provides assistance”.

How it looks in the image, once activated that option, you can choose the time and days in which the Twitter account provides assistance to the user.

Feed back through customer service in social networks

In Mglobal Reasonable Marketing we manage the social media of a well-known entertainment brand and one of its strong points is customer service , not only through its social networks but also through email.

A good customer service , be it through the channel (telephone, email, social networks …) is an ideal way to get feedback on the product sold or service provided . The many queries, complaints, doubts or suggestions raised by users to the brand through their communications have served and serve to have improved its product.

Keep calm and education before a client or user angry, rightly or wrongly, it means most of the time that user ends up calming down and thanking the attention that was given. For this to be the case, having a crisis management protocol is basic and, in addition, a fundamental element of any Online Marketing Plan worth its salt.

A good customer service implies an active listening also on social networks .

Subtitling Videos with the help of speech recognition technology

Nowadays subtitling online videos is a growing practice, not in vain. YouTube offers the option of automatic subtitling even when it is not 100% perfect, and it is just at this point where we want to focus:

How does the technology that allows us to obtain the subtitles work?

What other tools are there to subtitle videos and in other languages?

Why do I have to subtitle the videos?

Before getting into the subject, let’s quickly get into context. This is more than necessary to understand the market trends and thus stay on the crest of the wave.

In short, the future of brands is video marketing . And, although the use of video in marketing plans is nothing new, it is the role that it now holds. Its dissemination can and must be done on all platforms, especially on social networks: Facebook, Instagram, Twitter, Snapchat ….

And if to the above we add the tendency to see videos without sound (85% of Facebook users tend to watch videos in silence), it is more than obvious why many companies and media are investing in subtitling videos. But let’s not go into this in more detail for now.

Let’s return to our focus: to obtain the subtitles we can resort to voice recognition technology . It is a tool that automates and streamlines the manual work of transcription to then take it to subtitles; in other words: convert the audio / video into text, although with some limitations. How does it work?

Voice recognition technology

We can define it as a set of computer methods that allow to convert an audio or video file into text, being the dictation of voice, commercialized since the 80s, the most popular application of this type of technology.

Fortunately, recent technological advances offer us today the opportunity to exploit this tool and apply it in other ways, namely:

  • Subtitling and automatic translation of the video .
  • The indexing and extraction of information from audiovisual documents.
  • The human-machine voice interfaces like Siri.

We focus on points 1 and 2, the limits of speech recognition technology are, for example, its inaccuracy to recognize words or ways of speaking (jargon accents …), transcribe what is said by more than one speaker and mark all the punctuation marks. Also, it is affected by environmental factors, that is, if the ambient sound is very strong, speech recognition will be weak.

The good thing is that these faults are constantly being corrected. The companies that offer this type of service have as a priority the development of their platforms so that they are more and more intelligent. Siri already understands us more😉

If we talk about platforms that offer subtitles, there are some that only offer automatic subtitling such as YouTube and others that offer automatic subtitling plus manual revision, such as the online platform Authôt.

Free and paid tools to get subtitles

We have options like YouTube , which is not bad because it allows us to obtain automatic subtitles or upload our own. Therefore, you have it easy if you are not bothered by certain transcription errors and if the videos will only be published in this medium.

Other tools are those of dictation , such as GoogleDoc, Dictation or Speechnotes which, as the name implies, are not designed precisely to obtain the subtitles with their timecode, but because they are free many people use them.

With a little inventiveness, many users activate the microphone of these platforms and immediately start to shoot the video so that it “dictates” what must be transcribed. Works? If the audio is good, the result will be too.

The detail of these dictation tools is that their process is slow. The transcription is done in the same time of the video, that is, if it lasts one hour, you will have to wait an hour for the platform to transcribe it. Also, you will not be able to export such text in .srt format, which means having to manually complete the synchronization of the subtitles.

On the other hand, there are payment tools to obtain the automatic subtitles and among them some that include services of revision, embedding and even translation. An example would be the online platform Authôt. It has a free version where you can upload 10 min of video or audio.

The interesting thing about this platform is the speed of its speech recognition technology. The audio / video is transformed into text in a few minutes, with a result of 97% effectiveness if the audio is of quality; for example, a 1-hour video is transformed into text in 12 min .

In addition, there are multiple export formats, obviously, the subtitle with its timecode (.srt) and others (txt, .mp3, .mp4, and more). The manual correction service and the translation service are also available.

Why do I have to subtitle the videos?

We can mention at least three reasons .

  1. The habit of watching videos without sound on social networks.
  2. The high engagement of subtitled videos reaches a wider audience (accessibility).
  3. Its usefulness to internationalize the contents if they are translated.

In an investigation carried out by the Animoto company in 2017, the great value of video on the Internet was verified, especially on Facebook, where 85% of the videos are reproduced without sound, adding that 39% of users see the video to the end if it has subtitles . It is worth noting, too, the preference for watching pre-recorded videos (52%). On the other hand, companies that use subtitled videos are favoring digital accessibility . The contents are made more accessible for people who are deaf or hard of hearing, thus complying with the Royal Legislative Decree of November 29, 2013, on the rights of people with disabilities and their social inclusion.


Likewise, if the videos have subtitles in other languages , their reach will undoubtedly be greater. This translation practice is applied by major media such as the US press group Condé Nast, which carries magazines such as Vogue, GQ and Vanity Fair.

Finally, you can go further if the subtitles are exported as text to be reused in the cloud. So said content can become an article for the blog of the company and, why not, as an e-book. It is an excellent practice to reuse the subtitles and even better if this benefits the SEO positioning of your website.