The Beginners Guide to Reactive Social Media Engagement

Author: Pearl Whitehead

Customers are constantly interacting via social media. In the ever-changing world of social networking, it has become apparent that the way we interact with our online users is crucial. Your channels are highly visible platforms that encourage your community to share positive feedback about your brand, or on the other hand, it provides a meeting ground for them to rant about this, that and everything in between.

As a social media representative of your brand, it’s your role to engage and build a 1:1 relationship with these individuals. After all, a happy customer is the best advertisement possible! To help you on your way, here are some do’s and don’ts for reactive social media engagement with your online audiences.


  • Be personable and conversational

Always customize your response to the customer by calling them by their name and be sure to sign off with your name too for a more personable approach. Always thank the customer for reaching out to you. Remember: “it’s nice to be important, but more important to be nice!”

  • Stay calm

If the customer is distressed, be clear and descriptive when explaining how you will solve the problem. You can always lead the customer to private message you to take the conversation off channel too.

  • Double, triple, and quadruple check for accuracy`

Be sure to offer accurate responses that will truly help your customer. Before responding to a problem, make sure you fully comprehend the issue. False information will only escalate a sensitive situation further.

  • Be timely

People want their problems solved quickly. Responding swiftly and efficiently can do wonders for your brand.


  • Don’t ignore posts

Nearly every post should be acknowledged and addressed. Of course, there are times where comments shouldn’t be responded to. For example, if the comments are inappropriate, political, or damaging to others, you should consider hiding the comment.

  • Don’t be a robot

Be unique and customize each response to the customer you are talking to. They want to feel like they’re talking to a human being, not a robot.

  • Don’t lose your cool

Don’t be defensive and definitely DO NOT swear! Keep your cool by responding in a positive manner and with an understanding tone.

These are just a few of the important do’s and don’ts of reactive social media engagement. The key takeaway points are:

  • Communicate regularly.
  • Be friendly at all times.
  • Answer all questions.
  • Resolve all issues.
  • Make customers happy – excellent customer service equates to FREE marketing!