Around 80% of consumers now use social media to engage with brands including for questions, complaints, and support and many expect a response the same day. Every post, comment, or DM is a public opportunity to impress customers or risk frustrating them.
For contact centres and customer service teams, social media has become an essential channel for managing customer conversations. This course can help how your team responds and how this can build trust, strengthen loyalty, and turn complaints into advocacy or the opposite if handled poorly.
Lead by Luan Wise, Social Media Consultant, Trainer and Author.
Course Description
This practical workshop explores best practices and top tips for delivering responsive, professional, and empathetic customer service on social platforms, including useful tools, automation settings and AI.
Participants will also learn how understanding psychology theory can inform responses, helping teams interpret customer behaviour and respond with empathy, professionalism, and confidence.
The workshop includes interactive exercises, such as scenario planning, response writing, and escalation simulations. Participants will practice deciding when to respond publicly versus privately, de-escalate challenging interactions, and apply simple frameworks to maintain a consistent brand voice.
We will explore challenges and opportunities of the current social media landscape, and focus on uses of Facebook, Instagram, X, LinkedIn, TikTok, and WhatsApp.
By the end of this three-hour session, participants will have practical techniques, actionable guidance, and industry insights to deliver social media customer service effectively, while learning from both peers and an experienced social media marketing expert.
Learning outcomes
By the end of this course participants will be able to:
- Identify how to update social media account settings to better manage customer expectations and conversations
- Understand best practices for responding to customer service queries on social media, both publicly and through private messaging
- Apply key psychology theories to better understand customer behaviour online
- Respond to complaints and challenging interactions with empathy, professionalism and confidence
- Recognise when issues should be escalated internally and how to manage potentially high-profile complaints
- Contribute to internal social media guidelines to ensure a consistent tone of voice across all customer service agents
Benefits to your business
- Turn negative experiences into positive outcomes: handled well, complaints can build trust and advocacy.
- Protect your brand in full view of the public by ensuring teams respond quickly and professionally.
- Understand the psychology behind online behaviour to de-escalate conflicts and manage challenging interactions.
Course content
The workshop will cover:
- The Social Media Landscape in 2026
- Understanding Customer Behaviour Online
- Best Practices for Social Media Profiles
- Responding Effectively to Customer Queries
- Handling Complaints and Escalation
- Proactive Customer Service Content
- Monitoring and Social Listening
- Tools, Automation and AI
About the trainer
Luan Wise
Luan Wise is a seasoned marketing professional with agency, client side, and consultancy experience. She is a chartered marketer, fellow of the Chartered Institute of Marketing (FCIM), and is currently pursuing a PhD by Portfolio at the University of Lancashire. Luan is author of eight books on topics including marketing, social media, psychology and data privacy. Alongside her consultancy practice she delivers training and offers insights on the latest industry developments to organisations and at events worldwide.
What delegates say
“Lots of discussion, trainer was attentive and engaging. Lots of great points to take away.”
“I enjoyed sharing best practices with Luan who is extremely knowledgeable and others on the course who all had different experiences and examples.”
Upcoming Dates
Pick a date below and fill in the booking form to reserve your place and places for colleagues. We will raise an invoice, so if you need to provide a purchase order number, please do so in the form or email it to info@ccma.org.uk.
Where: Online
Where: Online
Format
3-hour online session using Zoom or Teams.
Who is it for?
Contact centre managers and team leaders who want to get a good overview of the social media and messaging channels, and how they should be managed in the contact centre.
Why should you go?
When your brand is on social media it’s interacting with customers and others in a very public forum, where nothing you say can ever really be erased. Doing it well requires careful consideration and planning, as well as for your people to acquire new skills.
How much is it?
£375 + VAT (Members receive 20% discount)
Additional discounts available for group bookings
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