The main objective of a customer care strategy is to effectively support and communicate with your target audience to solve problems and build long-lasting relationships. Therefore, it is critical that contact centers leverage emerging trends in the customer care space to provide the highest quality and most accessible customer support.

Today, social media has emerged as a communication channel in which nearly everyone uses in one capacity or another—just consider the compelling statistics. According to research from Pew Internet, 74% of online adults use social networking sites, as of January 2014.

While the majority of Facebook, LinkedIn, and Twitter users are active on social networking sites to keep up with friends and family, many of them are leveraging these social networks for customer care. According to a study from Parature 35 percent of the 1,000 consumers surveyed said they’ve asked a customer care questions via social media.

What’s more, in the past social media was a nice-to-have communication channel, however, it’s now turned into a must-have customer care channel. According to a different supporting study from HubSpot, when asked what social media presence they expect for a brand, the majority of consumers said they expect brands to be active on at least three to four social channels.

As the statistics show above, social media will continue to be a channel in which consumers use to communicate with brands. That being said, it’s crucial for your business to provide effective social care to establish your business as a customer care leader in your respective industry.

To avoid falling behind make social media care a priority for your business that is if you haven’t already. In doing so, you’ll be able to reach more consumers and ensure your brand remains on the cutting edge of customer care.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.