What are the most effective KPIs for social media customer support?

1 Response time

Response time is the average time it takes for your social media team to reply to a customer query or complaint. It is a measure of how fast and responsive you are to your audience's needs and expectations. Response time is important because it affects customer satisfaction, retention, and word-of-mouth. A quick and helpful response can make a positive impression and prevent further frustration. A slow and vague response can damage your reputation and cause customers to switch to competitors. To improve your response time, you should set clear service level agreements (SLAs), monitor your social media channels regularly, use automation tools, and train your staff.

4 Engagement rate

Engagement rate is the ratio of interactions (likes, comments, shares, etc.) to impressions (views, reach, etc.) on your social media posts. It is a measure of how much your content resonates with your audience and encourages them to take action. Engagement rate is important because it indicates your brand awareness, reach, and influence. A high engagement rate means that your content is relevant, valuable, and appealing to your audience. A low engagement rate means that your content is boring, irrelevant, or ineffective. To improve your engagement rate, you should create high-quality and diverse content, use catchy headlines and visuals, optimize your posting times and frequency, and invite your audience to participate and interact.

5 Customer satisfaction score (CSAT)

Customer satisfaction score (CSAT) is the average rating that your customers give to your social media customer support on a scale of 1 to 5 or 1 to 10. It is a measure of how satisfied your customers are with your service quality and performance. CSAT is important because it directly affects your customer retention, loyalty, and advocacy. A high CSAT means that your customers are happy and loyal to your brand. A low CSAT means that your customers are unhappy and likely to churn. To improve your CSAT, you should ask your customers for feedback, acknowledge and thank them, address their complaints and suggestions, and reward them for their loyalty.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?