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Why Social Media Customer Service Is Changing and What You Need to Do Next

Posted Under: Social Pros Podcast
Hosted By
Testing LeBreton

Daniel Lemin

Convince & Convert
Testing LeBreton

Hannah Tooker

Testing LeBreton

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.


Nicole van Zanten, CRO of ICUC, joins the Social Pros Podcast to discuss the trend toward one-on-one interaction in social media customer service.

SP Instagram - Nicole van Zanten

Social Customer Service Is Getting Personal

Social media climates and best practices evolve with dizzying speed. Nowhere is this more true than in the realm of social media customer service, as Nicole van Zanten and the team at ICUC understand all too well.
Success metrics have changed. Marketers’ understanding of dark social has evolved. The amount of resources allocated to social teams has increased. Even the level of intimacy users expect from customer care has shifted. It’s all part of a trend toward less public, broadcast-oriented social and more personal, one-on-one social.
In this episode, Nicole walks us through the user behaviors contributing to these trends and advice for riding the wave of shifting customer expectations. She also shares examples from the ICUC playbook, including stand-out moments of above-and-beyond social care.

In This Episode

  • 05:18 – How the arena for customer engagement has changed in the past three years.
  • 08:06 – Why more and more brands are strategizing around dark social.
  • 15:25 – How agency-run social media management works for brands in highly regulated industries.
  • 29:32 – The social media success metrics that matter most to brands right now.
  • 06:39 – How ICUC manages around-the-clock social media customer service for brands around the world.
  • 18:26 – A social media customer service victory that touched Nicole’s heart.

Quotes From This Episode

“Social was stuck at the coordinator level for so long. Now we’re seeing social directors and VPs of social.” – @nicolevanzanten
Clients are focused no longer on vanity metrics, but engaged fans. Click To Tweet
“No, we’re not spending millions of dollars making little surprise and delights happen, but they happen every single day.” – @nicolevanzanten


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