Social media for service and sales: transforming customer experiences.

Consumer preferences have evolved significantly since 2021. In a trend steadily unfolding since 2021, consumer preferences have shifted dramatically. Text-based channels, such as online chat, SMS, and email, have grown to 42% usage in 2025, up from 35% in 2022. Meanwhile, voice-based channels have declined from 45% to 30% over the same period. Most notably, social media usage has more than doubled, rising from just 7% in 2022 to 15% in 2025. This marks the fastest growth rate of any customer care channel.

At the same time, the popularity of self‑help features built into social platforms, such as chatbots, FAQs, and community threads, reflects a broader shift toward digital-first experiences. In 2025, 78% of consumers reported having used self‑help tools in the past year, up from just 55% in 2024. More than a quarter expect to use them more frequently in the future, reflecting a clear and rising demand for speed, autonomy, and convenience.

Yet, even as more clients  self-help tools and social media to get help from companies, these channels don’t appear to be making customers very happy. The numbers reveal a clear challenge: only 17% of people think social media gives great customer service. In addition, 33% say it is one of the worst ways to get help. Meanwhile, chatbots and self-help tools perform even worse. Only 15% of customers report positive experiences with them, while 45% report negative ones.

This poses a major problem, because when these tools are hard to use or do not provide help, customers get frustrated - and fast . That frustration can lead to churn, especially when expectations are high and patience is low.

The takeaway? Strong social media and self-help support can be a real game changer. Most digital services still leave people frustrated, so if your brand gets it right, you are already ahead. Clear, easy-to-use tools and fast responses do not just solve problems. They build trust, keep customers coming back, and show your commitment to care.

Despite ongoing challenges, social media’s influence on commerce and consumers is undeniable. This influence comes from product discovery through influencer content, brand storytelling, and peer reviews that feel authentic and often inspire action. It also comes from the seamless integration of customer care and commerce. When these elements work together, the resulting trust drives conversions more effectively than most paid campaigns.

One fashion brand saw this firsthand. By delivering excellent social media support, it achieved 85% customer retention and increased CSAT. The team reduced average handling time by 43% and built a scalable support model that kept customers engaged and satisfied. The full case study highlights how social media customer experience can significantly boost lifetime value.

The 2025 CX Leaders report reveals that consistently excellent customer support builds loyalty, while poor experiences drive customers away. When consumers were asked where companies should prioritize improvement investments, "Training for Agents and Support Staff" ranked highest at 31%, well ahead of "Gathering and Utilizing Customer Feedback" at 16% and "Smart, Automated Solutions" at 12%. This insight reveals that customers value expertise and empathy more than flashy tech alone.

For social media teams, this means more than knowing how to craft and schedule posts. It means understanding the customer journey, resolving problems with care, and ensuring every interaction is accessible and inclusive. Social media teams need cultural awareness, communication fluency, and sensitivity to the diversity of customers they serve. When teams develop these skills, they can transform each interaction into a meaningful experience that fosters trust and long-term loyalty.

By investing in targeted training and equipping teams with the right tools, brands can turn social media from a challenging channel into a powerful driver of customer satisfaction and growth. Empowered, well-prepared teams not only prevent negative experiences but create memorable connections that keep customers coming back.

Social media has enormous potential. It’s where customers go to be heard, helped, and inspired. But to unlock that potential, brands need more than presence. They need performance. When done right, social platforms become spaces for empowerment and engagement. They drive satisfaction, loyalty, and growth.

Response expectations matter too. When reaching out via social media, 62% of consumers expect an initial response within one hour, with 21% expecting a reply within five minutes. Meeting these expectations requires integrated systems that unify all communication channels into one seamless experience.

To deliver consistent support across every channel, brands need a unified strategy backed by omnichannel solutions. By bringing together voice, chat, email, and social media into a single platform, brands can avoid fragmented interactions and deliver reliable, efficient care. With 24/7 availability and instant responses powered by chatbots, companies can meet rising customer expectations for speed and convenience. Explore Transcom’s Omnichannel Contact Center Solutions to see how this works in practice.

Social media is no longer just a tool for brand promotion; it has become a key driver of customer experience. When used strategically, it empowers customers to help themselves, amplifies positive interactions, and drives measurable business outcomes. But success depends on execution. Those brands that invest in training, integration, and responsiveness will be the ones that turn social media into a competitive advantage, gaining lifelong loyalty and record value

Want to lead the pack with stellar CX on social media and beyond? To explore the full findings behind these trends, check out the 2025 CX Leaders Consumer Edition. It’s packed with insights that will help you stay ahead of the competition.