From there, create a social media customer response christmas island b2b leads matrix that provides your customer care team with on-brand responses for praise, critique and everything in between. A generative AI tool can help you come up with a variety of responses so you can avoid sounding repetitive. If you’re using Sprout Social, you can save response templates and use our Enhance by AI Assist to personalize replies and enhance the tone of voice.
AI Assist example
If you manage a closed community (like a Facebook Group or Discord community), you should also create templates for community guideline violations. For example, the r/legaladvice community has specific guidelines about what responses may and may not include. When a comment violates their rules, a moderator will delete the comment and respond with a template explaining why.
6. Assess which moments are right for brand involvement
As mentioned earlier, your core values should guide your social marketing efforts. If a response is needed, they can help guide your interaction while protecting your brand.
For example, in 2020, Peloton created the Peloton Pledge—a formal commitment to becoming an anti-racist organization. In 2021, after an uptick in violent hate crimes involving Asian Americans, the company used this pledge as reason to take action.
The exercise brand took to social media to announce that they were making a $100,000 donation to the Asian American Federation. Peloton fans posted on social media to praise the company for its actions because the brand stayed true to its company values in relation to the tragic events.
Comment on Peloton's Facebook page from the Asian American Federation
This is also a strong example of getting familiar with the current conversation before posting. Social listening helps you assess the intersections between your audience and the larger situation. If it doesn’t relate to your audience or brand, it’s better to stay silent rather than be inauthentic.
Response template example from the Legal Advice Subreddit
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