Skip to main

How Comcast Interacts With Customers on Social Media 6 Million Times Each Year

Authors: GiniRoberts Lisa Blackshear
Posted Under: Social Pros Podcast
New Social Pros Cover Image
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Lisa Blackshear (Sr. Vice President of Communications, Digital Media at Comcast) joins the Social Pros Podcast to discuss managing a social care team.

The Future of the Social Care Team

It is definitely not a secret to consumers that social media can be a powerful way to engage with their favorite brands. Be it through comments, reviews, tagging, or direct messaging, customers are able to rave about their favorite products, discuss problems they’re having, and ultimately, get the attention of businesses. It is this dynamic that has led to the rise of the social care team.
Much like the traditional customer care or customer service teams, the social care team is in place to engage with, help, and resolve issues for customers through social. What Lisa Blackshear and the social care team at Comcast have figured out is that when it comes to these interactions, the same premise applies that governs all good interactions on social: customers want genuine, human interactions.
For Comcast, this means giving their agents license to break the script and match the conversational tone of the customer they are dealing with. This is within reason, of course, but if a customer is using very casual or emotional language, they certainly don’t want to experience dry, all-business responses. By meeting your customers where they are and engaging with them on their terms, you can foster better connections and build greater trust in your brand, even when you’re discussing a problem.

In This Episode

  • 06:29 – How Comcast scaled up its social care team to over 400 agents.
  • 10:26 – How customer expectations have evolved with social engagement.
  • 16:09 – How the social care team at Comcast adapts to their customer’s tone to interact on a more personal level.
  • 21:49 – How to coordinate multiple touchpoints with customers from a customer care standpoint.
  • 30:14 – How to utilize insights gained from customer interactions.
  • 33:51 – How to coordinate between the social care team, communications/PR, and branding.

Quotes From This Episode

“We’re still tweaking and refining every day because you have to have a stomach for change.” — Lisa Blackshear
“The stress of knowing that you’re speaking out loud in front of everybody takes a different kind of skill.” — Lisa Blackshear


See you next week!

Get our best tips in your inbox! Join the smartest marketers who receive our ON newsletter.

A twice-monthly dose of the trends and insights you need to keep you ON top. In each email, our team will recap what happened in digital, what trends are important for marketers to watch, plus some fun surprises that you’ll just have to sign up to see!

b2b influencer