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Customer-Centric Marketing

Leveraging Content and Social Media to Provide Customer Care

Shep Hyken interviews Mich Hancock, CEO of 100th Monkey and the host of MichMash Podcast. She talks about how brands can use digital content and social media to communicate with customers, showcase their values, and enhance customer experience.

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Top Takeaways:

  • Social media is called “social” for a reason. It’s more than posting branded content. It is about communicating with your customers, getting feedback, responding to comments, and taking action based on what your customers tell you.
  • Respond thoughtfully to every comment, positive or negative. Instead of replying with a generic “thank you” each time someone leaves a comment, respond in a way that makes the customer feel heard as an individual.
  • Customers are watching you on social media. They are especially watching how you handle negative comments or complaints.  When you handle negative comments effectively, it gives customers tremendous confidence to want to do business with you. Remember, you are not trying to win an argument, you are trying to win the customer – and in the world of social media, everyone can watch
  • Social media is a way for businesses to bring people into their community. It is a way for brands to tell a story about their business so customers can get to know them better and understand how they work.
  • When you offer customer care through social media, educate your customers to go to that channel, and make sure you are monitoring those channels and engaging with your customers promptly.
  • Plus, Mich shares how companies can share their values, message, and authenticity with their customers. Tune in!


“Customers like to do business with companies that care about the same things that they do. If you support an amazing cause, you should talk about it because it says a lot about you.”

“Meet your customers where they are. If your customers prefer social media as a customer care channel, let them know someone is there to answer their questions so they don’t have to move to other channels.”

“Be authentic; this is the most important thing with marketing – and anything you do.”


Mich Hancock is the CEO of 100th Monkey. She is the Co-Founder and License Holder of TEDxStLouis and the host of Michmash Podcast, where she helps individuals and organizations raise their voices and be heard.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:

  1. How can you use social media for customer service?
  2. How should brands respond to negative comments on social media?
  3. What role does social media play in building a community and telling brand stories?
  4. How can brands be more authentic online?
  5. Why is it important for companies to share their advocacies with their customers?

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