If you’re a marketing or customer service professional, chances are you’ve heard of Jay Baer. Jay is the author of Hug Your Haters, one of the first modern customer service books that explains why brands, and marketers specifically, must care about social customer service. This book is getting a lot of love from social media influencers like Gary Vaynerchuk and Guy Kawasaki.

“Customer service is the new marketing. You need to buy this book if you care about your customers and your business.”
-Gary Vaynerchuk, author of Jab, Jab, Jab, Right Hook

“Hug Your Haters is a landmark book in the history of customer service.”
—Guy Kawasaki, chief evangelist of Canva and author of The Art of the Start 2.0

And we completely agree. We’ve said it before and we’ll say it again; giving excellent customer service over social media is the future of marketing.

A few months back, Jay Baer joined us at Sparkcentral (virtually, that is) to host a Facebook Live episode, The Great Debate: Marketing vs Customer Service. During this episode, Jay explains why social customer care is the new marketing, what department social care should live in, and how marketing and social care teams can stay aligned.

You can now watch the recorded version of the Facebook Live episode with Jay below.

We’ve compiled a collection of 6 of the best quotes from our Facebook Live session with Jay to share with you. There’s so much more great advice from Jay (this session is packed with one full hour of content) so make sure to watch the whole episode!

  • “When customer service becomes public it becomes a spectator sport. If you are really good at public customer service, then your social care can become a new form of marketing.”
  • “As we see more channels becoming viable as customer service channels, customer service teams are driving real revenue for businesses while they are doing customer service.”
  • “It’s in everyone’s best interest to serve customers on social media. There are multiple studies that prove that customers prefer engaging with brands via social, and it’s remarkably cheaper for businesses to offer social care as opposed to traditional customer service via phone, email etc.”
  • “Even if social care and marketing are not a part of the same department, you can still make it feel as if they are, as long as you are doing a lot of cross-pollination. You need to do ride alongs, buddy up a member of the social media team and marketing team so they can learn from each other. The customer service people need to know what the marketing team does on social and vice versa.”(Tiny Tangent – If  you want to get more great advice on how to bridge the gap between marketing and customer service on social media check out this webinar featuring Discover!)
  • “Every time there is a social customer care team meeting, someone from the marketing team needs to be involved. And the converse is true. Every time there is a marketing meeting, someone from the social care team should be present. This can have a massive impact on interdivisional understanding, on cooperation, and on synergy in the organization.”
  • “If you’re going to put an emphasis on social care, you need to make sure your customers know that. So even if your customer care is not part of your marketing department, you need marketing’s help. It’s really important for you to work with marketing to figure out how to promote your social care services, like adding your service hours on the website, promoting which social channels you’re active on, and explaining that your social media is not just for marketing but for social care.” Here are a few brand examples that highlight what Jay means:
Delta Customer Service

If you’re on the Delta mobile app, you’ll know exactly what other channels you can reach them on i.e. via Twitter @Delta.


uber social cs example

Uber also does a great job relaying to customers how they can get service and during which hours. Lucky for Uber customers their support is 24/7.


We hope you enjoyed these marketing and customer service quotes from Jay Baer and we highly encourage you to watch the full episode above. If you want to learn even more from Jay about doing social customer service the right way then be sure to check out this 9 minute webinar, or what he likes to call a “webinine,” on the 4 Things You Need to Know about Social Customer Service.

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