Social Messages / Social Channels
What are Social Messages / Social Channels?
Social channels in the contact center can include Facebook Messenger, Twitter, Instagram, and other social messaging platforms. Messages are queued and allocated based on routing rules configured by the contact center just like other channels.
Many customers now contact organizations through the social and messaging apps they already use. Private messages on these platforms can be brought into the contact center and handled like any other digital channel: routed by rules, assigned to skilled agents, and tracked with service levels and history. Public posts and comments are often handled separately by social care or marketing teams, though some organizations route them as well.
Social messaging tends to be asynchronous, so a conversation can pause and resume over hours, and agents may handle several at once. Buyers look at which platforms are supported, how conversations link to customer records, and how each platform’s rules on response windows are handled. Typical measures include first response time, resolution time and customer satisfaction by platform.
Related: Social care, Unified digital messaging, Channel, Totalix.