Social media channels such as Twitter and Facebook have allowed brands of all shapes and sizes to build large communities of fans which, if highly engaged, can have a significant impact on the bottom line of almost any business.

Of course, the key word here is ‘if’. If your social audience is highly engaged then you can expect fantastic results, but companies have to work hard to achieve this kind of success. It’s not all upside – customer criticism and, vitally, complaints, must be heard, investigated and actioned on a 24/7/365 basis. Social media doesn’t sleep, and neither can you.

Bottom line? Brands that deliver great customer support, win. Brands that don’t, lose. And then everybody else gets to read about it.

This infographic from Dell, who were pioneers in the use of Twitter for marketing and sales, offers 10 tips on posting and responding to comments in social media, and also provides an insight into how and why brands are using these channels.

(Source: Dell. Customer service image via Shutterstock.)