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How HP Balances Social Marketing With Social Customer Service

Authors: Jay Baer Kriti Kapoor
Posted Under: Social Pros Podcast
Hosted By
Jay Baer

Daniel Lemin

Convince & Convert
Jay Baer

Hannah Tooker

Jay Baer

Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

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.


Kriti Kapoor, Global Director of Social Customer Care at HP Inc., joins the Social Pros Podcast to discuss the myriad ways customer service has had to adapt to social media, which platforms are best for solving which types of problems, and why it’s so important to embrace global social customer service.

Kriti Kapoor - InstagramIntegrating Marketing Services and Customer Support

Kriti Kapoor spent many years in marketing services, working for several large companies and startups alike. She has found dynamic ways to keep her career interesting, and her decision to join HP was driven by the unique opportunity to reach millions of customers around the world.
HP is a pioneer in social customer service. They have been reaching out to customers and solving problems online for years. Kapoor’s role as the head of this division has her overseeing all of the systems, processes, and trainings for the customer service team as they respond to over 100,000 online conversations in seven languages on 104 social media channels across 95 countries each month. She is like a mini CEO for her team of social customer service heroes.

Using Customer Insights for Business Success

But social customer service isn’t just about helping your customers. It provides extremely detailed and valuable information about your audience behaviors, needs, and values. You are on the front lines of customer connection when you’re in customer service, and learning how to effectively engage with and utilize the insights gleaned from these relationships is paramount to overall business growth.
It’s not an easy job, however, and there is no one-size-fits-all approach when it comes to social customer support, just like any other social media or marketing program isn’t going to work for every audience. It’s important to test user behavior, find out how customers want to listen and respond, develop partnerships with marketing teams to expand your social footprint, and determine what percentage of that traffic is coming from customer support inquiries vs. content marketing efforts. Then, and only then, will you be able to figure out the effectiveness of each program.

In This Episode

  • How to choose which platform is right for which type of customer service inquiry
  • How to measure customer service success
  • How to make the business of solving customer’s problems more fun
  • What systems you can put into place to make your customer service support team more efficient
  • Understanding the capabilities of different social networks
  • How to know whether an inquiry is a customer care question or a marketing question
  • Why using a CRM to track customer support is vital to success
  • How to integrate technology within your support processes



See you next week!

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