10 tips to boost revenue with social support commerce

Platforms like Facebook, Instagram, and TikTok have become bustling marketplaces where customers discover products, ask questions, and seek support.

This shift has created a powerful new channel called social support commerce, where service and sales come together. Use this guide to explore how to use this channel to transform your customer service from a reactive function into a proactive revenue engine.

Reimagine what customer support could be

The first step is to broaden your definition of support. It’s not just about resolving issues. It’s about creating connections. Every interaction is a chance to make a customer feel seen, heard, and valued.

This could mean answering a product question, offering a personalized recommendation, or simply thanking a fan for their support.

Help your customers where they are in the channel they love

Customers today expect convenience. They don't want to switch from Instagram to email just to ask a simple question. Pushing them to another channel creates friction and can lead to a lost sale. The key is to offer support right where the conversation is happening.

Equip your support team with the latest promotions

Make sure your support agents can see posted promotions in a customer’s profile, so they can reference them in conversations.

Train your support team to monitor comments on promotional posts and respond promptly. If the answer is "no," don't let the conversation end there. Empower your agents to suggest a similar product that might be a great alternative. This turns a simple Q&A into a personalized shopping experience.

Answer product questions

Imagine an agent seeing that a customer previously purchased several items from your new collection. They can use that information to make a tailored recommendation, perhaps highlighting a new arrival that complements their previous purchases.

Leverage your fan base

Your happiest customers are your most effective marketers. When you provide excellent service, you create brand advocates who are eager to share their positive experiences. Encourage this by creating unique hashtags and prompting customers to tag your brand in their photos and unboxing videos.

This customer-generated content serves as powerful social proof. It’s authentic, trustworthy, and more persuasive than traditional advertising. When new shoppers see real people loving your products, it builds confidence and makes them more likely to buy.

Publicly thank your customers.

When a customer says, “I loved the service!” be sure to respond with at least a simple “Thanks!”

This shows you’re listening and can go a long way to turning customers into ambassadors. Plus, who doesn’t love a personal call-out?

Thank your customers publicly

It sounds simple, but a little appreciation goes a long way. When a customer leaves a positive comment or review, take a moment to respond with a genuine "thank you." This public acknowledgment shows that you are listening and that you value their feedback.

More than that, it shows potential customers that you are an engaged and caring brand. It’s a small gesture that helps turn one-time buyers into loyal ambassadors who feel a personal connection to your company.

Leverage DMs

Direct messages are a powerful tool for building one-on-one relationships.

While you should never spam customers, a thoughtful DM can make a customer feel special.

For example, if a customer asks a question in a public comment, you can answer it there and then follow up with a DM offering more detailed information or a personal shopping link. This approach feels helpful, not intrusive.

Respond to customer complaints

Negative comments are not something to be feared. They are opportunities to showcase your commitment to customer satisfaction.

When a customer posts a complaint, respond with empathy and a desire to help. Acknowledge their frustration publicly, then move the conversation to DMs to resolve the issue privately.

Not only does this approach help retain the original customer, but it also demonstrates to everyone else that your brand is trustworthy and responsive. You’re not just selling a product; you’re standing behind it.

Develop a radically personal support system

With many customers shopping across multiple channels, someone may forget which medium they used to reach out to you the first time.

To best serve your customers, your staff will need to see their website chat history, Facebook Messaging, Instagram comments, and phone conversations in one space. Choose a tool that integrates your customer history, so you can see their past orders and conversations across all channels, all in one view.

According to McKinsey, brands that actively engage with their audience on social media see a 20% increase in customer satisfaction.

Start using these tips and more to grow your brand's revenue today.