What constitutes a social media crisis and when should managers be alerted?

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Social Customer Service: Frequently Asked Questions
Do I have to respond to all mentions?
That depends on your brand! If you work for a large company, it's an unrealistic goal to respond to every mention of your brand.

However, if you're a smaller brand, responding to even positive mentions can increase your visibility and help build a community.

Additionally, customers who receive responses from brands on Twitter are willing to spend up to 20 percent more and are 30 percent more likely to recommend the brand.

Here is the standard workflow for responding to customers:

Reply to direct messages.
Respond to negative mentions (assuming you use a social listening tool to analyze sentiment).
Respond to queries about the company/product.
Respond to other mentions (congratulations, show the product, etc.).
Check the community platform (a Facebook/LinkedIn group or a subreddit).
When should I ask clients to PM/DM me?
Not every conversation on social media has to be public – a lot of customer service interaction fronk oil email list happens in the private messages of a brand’s social media accounts.

However, it's always best to minimize your customer's busyness, so changing the communication channel should be both necessary and easy.

Private messages work best when you need personal information from the customer (email, order number) or a detailed explanation of the problem they are experiencing in order to help them.

Make sure you notify a customer publicly after sending them a private message. This will also show anyone else who stumbled upon the conversation that you did not ignore the request. A simple “we sent you a message with more details, please check” will suffice.