Customer Service: Facebook vs. Twitter
Customer Service on Facebook vs. Twitter
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Facebook vs. Twitter - Customer Service Edition

It's a battle between the giants of social customer service, but who comes out on top?

November 23rd, 2016


Jonny Campbell

Coke or Pepsi? KFC or McDonalds? Android or iOS? Subconsciously, you would have picked your favourites. How about: Facebook or Twitter? Given the option you’d probably choose to use one of them over the other. But, in business, you have to make important, strategic decisions that don’t always align with your picking your favourite. Each platform has different uses and we aren’t here to tell you one is empirically better than the other. But, hopefully, we can give you some insight into which you should be using.

Whether you prefer Facebook over Twitter or vice versa, these social media platforms rank miles above the rest. Facebook has always been seen as the godfather in the technology world, but Twitter is a firm favourite for customer service (CS).

If you’re on one or both social platforms, great! You’re half of the way there. The big question is: do you have a customer service team readily available to answer all the weird and wonderful questions frequently asked about your products?

Only 23% of companies provide customer service on Facebook.

We wouldn’t even consider the possibility of a company being inaccessible over social media channels. We should be able to post a tweet or question at the click of a button, and someone should be on the other end ready to answer it. Yet, this isn’t always the case, as only 23% of companies provide customer service on Facebook, and 70% of companies ignore customer complaints on Twitter. Our question is - why? Why, as a business, would you pass up a great opportunity to engage with your customers and provide excellent customer service?

This is the perfect opportunity to showcase your excellent customer service skills. Customers will notice your loyalty and will want in on the action. Fifty-one percent of customers expect customer service via social media platforms to be available. So why not give them what they want? If you don’t, it could result in loss: 59% of people would try a new brand for a better service experience.


80% of US social media users prefer to connect with brands via Facebook.

On Facebook, 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded every 60 seconds.

On average, the time spent on every Facebook visit is 20 minutes.

80% of US social network users prefer to connect to brands through Facebook.

So, if you already have a business Facebook page, why not provide it as a customer service channel as well? If you’re not answering your customers’ questions, they’re going to take their custom elsewhere. Can you blame them? Who likes being ignored? Given that it costs around seven times more to acquire a new a customer than to keep an existing one, having this as a communication channel allows you to build a rapport with your existing customers and create a positive page for new browsers.


80% of Twitter’s users are active on mobile phones.

67% of Twitter users are more likely to buy from the brands they follow on Twitter.

The short-form nature of Twitter makes it an appealing choice for quickly contacting businesses with any questions or queries.

99% of brands are on Twitter, and only 30% of them have a dedicated customer service team.

Send a message, carry on with your day, wait for a notification to let you know when they’ve replied. Sorted. This isn’t always the case though, as 99% of brands are on Twitter and only 30% of them have a dedicated customer service team. If you’re in that 70%, you’re only setting yourself up to fail. Comments and complaints falling under the radar can brand damage your brand and cost you your reputation, and potentially even future sales.

Get it right though and it can only mean good things, as 83% of customers loved that they’d received a reply. Positive engagement with your customers can only result in more followers, more retweets, hashtag trends and - most importantly - loyal customers.

These statistics demonstrate a clear indication that you should be on one of these social media platforms, if not both. Do you really want to run the risk of missing out on such a large audience?

Customer service should be straightforward and hassle-free. Facebook and Twitter is where your customers are, so why not make their lives easier by providing customer service on both great social media platforms? After all, your customers should be your number one priority.  Granted, we’ve only touched on Facebook and Twitter - but that doesn’t mean other social media sites with large user bases like Instagram, LinkedIn or Pinterest should be ignored.

If you need advice on getting set up on these platforms, get in contact with us here at FM. We’ve spent years refining our formula for top notch customer service across social media sites, and we’re ready to share our knowledge.


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