Stay on Top of Social Media Like a CX Pro

Social media is like a relentless beast that demands your attention 24/7. So, quite frankly, if you’re not engaging with customers in real time, you might as well be invisible.

But no one said it was easy! Real-time social media management sounds great for your contact centre and company brand… Until you’re bombarded with messages, complaints, and “urgent” tags from every platform under the sun. The pressure to stay on top of it all can feel like you’re juggling flaming torches while riding a unicycle.

But fear not – here we show you how to manage it without spontaneously combusting.

Why You Can’t Just Set and Forget Your Social Media

Let’s kick things off with a reality check: customers expect instant responses. Like, immediately! They want their issues solved faster than you can say “Tweet me now.”

For instance, if someone tweets about how your contact centre’s service was brilliant and they’ve got nothing but great things to say, that would be awesome, right? But if you take too long to respond, the conversation might fizzle out, and someone else might steal that potential positive buzz.

On the flip side, a complaint can turn into a full-blown X (formerly Twitter) war if you ignore it.

Real-time social media management means you’re there, in the moment, ready to swoop in and either celebrate a win or defuse a disaster – whichever comes your way.

5 Ways to Manage Social Media in Real Time

Here’s how to keep your social media game strong without it turning into a chaotic nightmare.

1. Automate, but Don’t Rely on Bots Entirely

You don’t have to have your teams glued to a screen 24/7 – some automation can help take the pressure off.

Scheduling posts and setting up auto-responses for simple queries can buy you precious time.

But, and this is important, don’t leave everything to the bots. You need the human touch to respond to questions, handle complaints, or even throw in a cheeky bit of personality.

Contact centre leaders, your team is the lifeline here – empower them to step in when needed and sprinkle in that personal touch.

“Identify where your customers engage most – Facebook, X (formerly known as Twitter), or Instagram – and invest in tools that allow real-time monitoring, alerting, and responding.

Select platforms with essential features like listening, alerting, routing, and reporting, which are powerful for managing social media efforts and keeping you connected with customers.” – Jeff Sheehan

2. Cross-Track Mentions Across Multiple Platforms

You’ve got Facebook, X, Instagram, LinkedIn, Google reviews, TikTok… The list goes on.

Keeping track of mentions across all these platforms sounds like a full-time job. That’s where tools like Hootsuite, Buffer, or Sprout Social come in.

They let you monitor everything in one place, saving you from the dread of hopping from app to app. Some vendors – such as Genesys – even integrate social media management tools into their contact centre software.

And here’s the kicker: set up keyword alerts so you can spot when someone’s talking about your contact centre (good or bad) before they’ve even hit ‘send’.

Being proactive is key to keeping your reputation shiny and intact. It’s about being where your customers are and having the right technology to engage with them effectively.

3. Set Up a Dedicated Real-Time Response Team

Brands can truly thrive when you have a real-time social media team in place, as empowered agents with well-defined protocols can address customer concerns quickly and maintain a positive brand image.

Even if it’s just one person, make sure they’re trained to act fast and think on their feet.

Create response templates for common questions or issues, like “How do I speak to an agent?” or “Why is my account charged incorrectly?”, as having pre-written responses can speed up the process. But remember – no one wants to feel like they’re talking to a robot. Give them a friendly greeting, a name, and a human vibe.

After all, your agents represent your brand on social media, so thorough training is key! Make sure they have clear guidelines on tone, language, and escalation procedures. They also need the right skills and resources to resolve issues effectively.

Don’t forget tools like chatbots, knowledge bases, and scripts can help streamline responses and provide consistent service too – it all comes down to balance and being sure to maintain the human touch!

4. Always Be Ready for Crisis Mode (Because It Happens)

Sometimes, despite your best efforts, things go south.

Maybe an angry customer is tagging you on X every two minutes, or your contact centre’s system crashes, and the world is watching.

In these moments, your real-time response needs to be quick and calming. Acknowledge the issue (because ignoring it only makes things worse), reassure your customers that you’re on it, and provide a timeline for when things will be resolved.

When handled well, a crisis can even turn into an opportunity to show your company’s excellent customer service.

“The secret of crisis management is not good vs. bad, it’s preventing the bad from getting worse.” – Melissa Agnes, International Crisis Management Speaker

5. Real-Time Doesn’t Mean 24/7 – Set Boundaries!

There’s no shame in having boundaries.

Just because you can manage social media in real time doesn’t mean you should do it until 2am every day. Burnout is real, and it’s ugly.

Set office hours, let your team know when they are off the clock, and definitely don’t expect them to be checking company accounts on their personal smartphones over the weekend! Also, make sure your customers are aware of your response window too.

Let’s be honest – everyone deserves a break from the screen. If you’re finding yourself glued to notifications all day, it’s time to take a step back.

Managing in real time doesn’t mean sacrificing your mental health. Just because social media never sleeps doesn’t mean you shouldn’t!

Not sure when your contact centre should be open? Read this article for advice: Finding the Ideal Opening Hours for Your Contact Centre

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Stay Fast, Stay Fresh, Stay Human

The takeaway here is to stay fast, stay fresh, and stay human.

Managing social media in real time isn’t just about responding in the moment, it’s about creating an experience. It shows your audience that you’re here, you’re listening, and you care about what they have to say.

With the right tools, a strong team, and a little creativity, you can turn social media into a powerful tool for your contact centre. And hey, your team might even enjoy the ride!

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Author: Guest Author
Reviewed by: Jo Robinson

Published On: 12th May 2025
Read more about - Customer Service Strategy, Communication, Complaints, Customer Service, CX, Social Media, Stephanie Lennox, Top Story