When most people hear the term “social media,” they just think of content. But I actually think this is what costs business growth.
I sat down with my friend Brooke B. Sellas to talk about “social customer care.” It’s not just about posting content and replying to comments. It’s a mindset shift that could transform how your brand attracts and keeps customers online.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.
What Is Social Customer Care?
Social customer care (or “social care”) is more than community management or engagement. It’s about servicing your customers and prospects directly through your social channels, being present in conversations, not just posting into the void.
It means:
- Responding when people mention your brand
- Listening when they don’t tag you
- And using those moments to build trust, not just awareness
When you show up consistently and genuinely, those conversations become the bridge between your marketing and measurable business growth.
Why People Still Want to Talk to Brands
You’ve probably heard the myth: “People don’t want to talk to brands.” That’s straight up not true.
Gen Z, for example, ranks brand conversations on social as highly as online reviews. When a brand replies, it is seen as a signal of trust. The same applies to LinkedIn: your customers do want to engage, but they just need a reason to.
That reason isn’t polished perfection. It’s emotion.
Content Is the Vehicle, Emotion Is the Destination
"If you want your content to drive sales, it has to make people feel something." Brooke B. Sellas
But here’s the problem. Most branded content doesn’t. It’s safe. It’s professional. It’s boring.
Brands get so scared of being cancelled or stepping outside guidelines that they strip away anything human. But here’s the thing: if no one feels anything, no one buys anything.
So how do you fix that? Start by creating ‘talk-worthy’ content, the kind that sparks conversation and emotion. Brooke calls this “conversational content.”
Two Simple Ways to Start
Brooke dropped two practical tips any brand can use today:
1. Create Talk-Worthy Polls
Polls are the easiest way to get people talking, and they can also uncover valuable insights. Example: A flower brand posted, “Unpopular opinion: carnations are gorgeous.” Hundreds of comments flooded in. Most agreed. Next week? The brand ran a “Buy One, Get One” on carnations, and it sold out.
That’s how you turn conversation into conversion.
2. Audit Your Conversations
Look at your comments and messages and ask:
- Are people asking for help? (Customer support → Retain customers)
- Are people asking about products or pricing? (Sales support → Gain customers)
Now you’ve got hard data on how social conversations are driving ROI. Not bad for something most brands still ignore.
Stop Treating Comments Like Optional Extras
This is where we both get on our soapboxes. Brands will spend thousands on paid ads, but when someone comments on those ads, they ignore it. That’s like having someone walk into your store asking for help, and you just stare at them blankly.
Two-thirds of customers say speed matters more than price. If you don’t reply fast, they’ll buy from someone who does, even if it costs more.
AI vs. Humans: Where the Line Is
Yes, AI has its place. It’s brilliant for:
- FAQs (“Are you open today?” “Do you ship to Australia?”)
- Social listening
- Analysing trends
But when emotion, empathy or complexity are involved, humans win every time. Brooke shared a real story where Air Canada replaced their customer experience team with bots and subsequently got sued when the bot gave wrong information. The customer won.
The Growth Opportunity Brands Are Missing
Too many businesses still see social care as a cost centre. It’s not. It’s a growth driver.
Every time you respond quickly, solve a problem, or make someone feel seen, you’re:
Building loyalty
Creating advocacy
Reducing churn
Increasing conversions
Gain and retain – that’s the name of the game.
Final Thoughts
Social care isn’t a nice-to-have. It’s the missing link between your content and your sales. You don’t need to post more. You need to care more.
Start small:
- Turn one post into a question
- Respond to every comment
- Treat every conversation as a potential relationship
Because when you show up for your audience, they’ll show up for you with trust, loyalty, and sales.
And that’s what growth looks like.
Want to work with me? Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
