Customers increasingly contact businesses through DMs and comments instead of calling. How you respond there is part of your customer service and your public reputation.
Response time
Many customers expect replies within hours, not days. Aim to reply during business hours within an hour, and set an away message with expected response times outside them.
Set up your inbox
- Use Meta Business Suite to see Facebook and Instagram messages in one place.
- Create saved replies for common questions; adapt text from our message templates.
- Use labels to track open issues.
Tone
- Friendly, polite and human.
- Use the customer’s name.
- Apologise sincerely when something went wrong.
- Avoid defensive or sarcastic replies.
Public vs private
Acknowledge complaints publicly, then move details (order numbers, phone numbers) to private messages. Draft calm replies with our reply generator.
Close the loop
When resolved, follow up and thank the customer. Many will update or delete negative comments.
Escalation
Decide who handles refunds, serious complaints and legal threats.
Read responding to negative comments.
Want the full picture? This article is part of Social media marketing: the complete guide, our in-depth guide with everything in one place.
