Customer service today is omnichannel and customer-driven, so when someone wants to reach out to you on social media, you need to be there, ready to respond. Of course, having an official response for major concerns or inquiries is an advantage. Companies must always respond and do it quickly. Many organizations fail to respond to many (or any) of their social media interactions. They say they aren't exactly sure how to respond to social media comments and questions. But consistency is key when responding. It's also important to listen to the competition and to track every mention on social media to find out what people are saying about you, even if they don't know that you're listening. Measuring the effectiveness of organizations' social media response is crucial too, as is hanging out where your customers are. Social listening also means to be friendly and personable. It helps to coordinate responses with executives and others who are visible on social media