Documenting Cases and Building a Social Media Support Paper Trail

Why a “paper trail” matters in social support

Social media support happens in fast-moving, public threads where context can disappear quickly: posts get edited or deleted, accounts change handles, and multiple agents may touch the same issue. Documenting each case creates continuity (so the next agent can pick up instantly), analytics (so you can spot recurring problems and measure outcomes), and risk management (so you can prove what was said, when, and what actions were taken).

Think of documentation as a lightweight case file that answers three questions: What happened? What did we do? What’s the current status?

1) What to capture (minimum viable case record)

Capture enough detail that someone who never saw the thread can understand it in under one minute. The items below are the core fields for most organizations.

Core fields to log

• Case ID: Unique identifier in your CRM/helpdesk (or a consistent naming convention if you’re using a spreadsheet).
• Timestamps: When the customer posted, when you first responded, and key follow-up times. Use a single time zone standard (e.g., UTC) and store the original platform time if possible.
• Platform: e.g., Instagram, TikTok, X, Facebook, YouTube, Reddit.
• URLs and evidence: Direct links to the post/comment/thread and any relevant screenshots. Screenshots are essential when content may be deleted or edited.
• Customer handle and identifiers: Public handle plus any internal customer ID/order ID if obtained later (store it in the correct internal field, not in public notes).
• Issue summary: One or two sentences in plain language describing the problem.
• Actions taken: What you did (replied, requested info, escalated, refunded, replaced, blocked, reported, etc.).
• Commitments made: Anything you promised (timeframes, next steps, credits, callbacks). This is critical for continuity and risk control.
• Outcome/status: Open/pending/escalated/resolved, plus the final result when closed.

Step-by-step: logging a new interaction

1. Create the case immediately when you decide it needs tracking beyond a single reply (or when policy requires it).
2. Paste the URL(s) and capture a screenshot of the relevant content (include timestamp if visible).
3. Record the customer handle exactly as shown, including capitalization and special characters.
4. Write a neutral summary of the issue (avoid blame or emotional language).
5. List actions taken so far (including “no action yet” if you are waiting on information).
6. Document commitments with dates/times (e.g., “Promised update by 2026-01-20 17:00 UTC”).
7. Set the current status and next follow-up time.

What “good” looks like (examples)

Weak summary: “Customer mad about delivery.”

Strong summary: “Customer reports package marked delivered but not received; requests replacement or proof of delivery; order number pending.”

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Weak action log: “Replied and escalated.”

Strong action log: “Public reply posted acknowledging issue; requested DM with order number; created ticket with Logistics queue; asked carrier for GPS scan and POD; follow-up scheduled for 2026-01-20 17:00 UTC.”

2) Tagging and categorization for reporting

Tags turn individual cases into usable data. Without consistent tagging, reporting becomes manual and unreliable. Use a controlled set of tags (a short list everyone uses) rather than free-text labels.

Recommended tag dimensions

• Issue type: Shipping delay, damaged item, billing, login/access, product defect, account issue, policy question, store hours, technical outage, misinformation, etc.
• Sentiment: Positive, neutral, negative, highly negative. (Keep it simple; consistency matters more than precision.)
• Urgency: Low/medium/high/critical based on impact and time sensitivity.
• Lifecycle stage (optional): Pre-purchase question, post-purchase support, renewal/cancellation, retention risk.
• Root cause (optional, when known): Carrier delay, warehouse error, payment processor decline, app bug, user error, unclear instructions.

Step-by-step: building a tagging habit

1. Choose a small taxonomy (e.g., 10–20 issue types) and publish definitions.
2. Require at least 3 tags per case: issue type + sentiment + urgency.
3. Tag at creation, then update tags when new facts emerge (e.g., “Shipping delay” becomes “Lost package”).
4. Audit weekly: sample 10 cases and check tag consistency; refine definitions, not just agent behavior.

Example tag set

3) Handoffs between agents and teams

Handoffs fail when the next person can’t tell what’s already been done, what’s promised, and what must happen next. Documentation should make handoffs boring: clear, complete, and easy to scan.

Internal notes vs. customer-facing text

Separate what you say to the customer from what you record internally. The internal record should be factual and operational; the customer-facing text should be concise and appropriate for the channel.

• Customer-facing text: What was posted publicly or sent privately (copy/paste the exact message when possible).
• Internal notes: Context, reasoning, policy references, risk flags, and next steps. Keep it professional and objective—assume it may be reviewed later.

Step-by-step: writing a handoff note

1. State current status: “Waiting on customer order number” or “Escalated to Payments; response due by…”
2. Summarize actions taken in bullet points with timestamps.
3. List commitments and deadlines.
4. Specify the next action and who owns it.
5. Attach evidence (URLs/screenshots) if not already included.

Example handoff note (internal)

Status: Pending customer DM with order ID (requested 2026-01-19 14:05 UTC). Follow-up due 2026-01-20 14:05 UTC if no response. Actions: - 2026-01-19 14:05 UTC: Public reply posted; asked customer to DM order # and delivery address confirmation. - 2026-01-19 14:07 UTC: Created Logistics ticket L-18422; requested carrier POD/GPS scan. Commitments: - Promised update within 24 hours after receiving order #. Next owner: Agent B (Social Support) to check inbox and update case; Logistics to respond in ticket.

4) When documentation is essential (non-negotiable scenarios)

Some interactions must be documented even if they seem “handled” in a single exchange. These cases carry higher legal, safety, or financial risk, or they may require cross-team coordination.

Essential documentation triggers

• Threats or implied threats: Any statement suggesting harm to people, property, or self-harm. Log exact wording, timestamp, and platform URL; escalate per internal safety procedures.
• Safety issues: Product safety complaints, injury reports, hazardous situations, or anything that could indicate a recall or regulatory concern. Capture photos/screenshots and preserve original content.
• Chargebacks and payment disputes: Claims like “I’m disputing this charge,” “fraud,” “I never authorized,” or “I’m contacting my bank.” Document what was purchased, what was delivered, and what you advised.
• Harassment patterns: Repeated targeting of staff or customers, doxxing attempts, coordinated harassment, or repeated abusive contact across accounts. Log handles, URLs, and a timeline.
• Claims of discrimination or illegal conduct: Allegations that could trigger legal review. Keep notes factual and avoid speculation.
• Media/influencer escalation: High-reach accounts or posts going viral where reputational impact is high. Document reach indicators when available (views/likes) and escalation steps.

Evidence handling checklist

• Save direct URLs to the post and specific comment (not just the profile).
• Take screenshots that include the handle and the content; if possible, capture the time/date indicator.
• Record what you observed (facts) separately from what you infer (hypotheses).
• Log who was notified internally and when.

Sample case record template (copy/paste)

Use this template in your CRM, helpdesk, or a shared document. Keep fields consistent so reporting is reliable.

CASE ID: PLATFORM: (Instagram/TikTok/X/etc.) CASE TYPE TAG: SENTIMENT TAG: URGENCY TAG: DATE/TIME OPENED (UTC): AGENT/OWNER: CUSTOMER HANDLE: CUSTOMER ID (if known): ORDER/REFERENCE # (if known): THREAD URL(S): SCREENSHOT LINK(S): SUMMARY (1–2 sentences): CUSTOMER REQUEST/EXPECTATION: ACTIONS TAKEN (with timestamps): - - - COMMITMENTS MADE (what + by when): - - INTERNAL NOTES (context, policy refs, escalation details): NEXT STEP (who/what/when): STATUS: (Open/Pending/Escalated/Resolved) OUTCOME (when resolved): RESOLUTION DATE/TIME (UTC): RELATED CASES/LINKED TICKETS:

Exercise: turn a comment thread into a clean case summary

Instructions: Read the thread below. Then create (a) a one-sentence summary, (b) actions taken, (c) commitments made, (d) outcome/status, and (e) tags (issue type, sentiment, urgency). Keep your wording neutral and specific.

Raw thread (example)

• @customerA: “My order says delivered but nothing is here. This is the second time. Fix this.”
• @brand: “Sorry about that—please DM your order number and we’ll look into it.”
• @customerA: “I already DM’d last time and got ignored. If you don’t resolve today I’m disputing the charge.”
• @brand: “We’re checking now. Can you confirm the shipping ZIP in DM?”

Your task (fill in)

One-sentence summary: Actions taken: - Commitments made: - Outcome/status: Tags: - Issue type: - Sentiment: - Urgency:

Example answer (for self-check)

One-sentence summary: Customer reports delivered-not-received for a repeat incident and threatens chargeback if not resolved today; order details pending via DM. Actions taken: - Public reply requested DM with order number. - Follow-up requested ZIP confirmation in DM to verify delivery details. Commitments made: - Implied commitment to investigate immediately (“checking now”); set internal follow-up deadline for same day due to chargeback threat. Outcome/status: Pending customer verification in DM; escalate to Logistics/Payments if order confirmed. Tags: - Issue type: Shipping > Delivered-not-received - Sentiment: Highly negative - Urgency: High