Measuring the effectiveness of social customer service - Smart Insights Digital Marketing Advice | Digital Marketing |

Social media may be a new set of channels over which customer service can be delivered, but that doesn’t mean that some of the old rules don’t apply. For instance, the old adage ‘you can’t manage what you don’t measure’ is still highly relevant.


In fact, with the jury still out on social customer support, you could even argue that nowhere is it more appropriate than in this field, as businesses are still feeling their way and desperately need visibility into the effectiveness of their efforts to be able to steer future investment.

There are, of course, a great many key performance indicators (KPIs) that can be applied to your social customer care efforts.


For instance, in its popular Socially Devoted statistical reports into social support, Socialbakers measures the speed of the brand’s social response, and the quantity of the responses as well – although the caveat here is that obviously it’s easier to respond when the volume is lower, so this statistic favours smaller organisations. Nonetheless, this provides a useful point of comparison.