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Webcare is the online customer support of any organisation through social media. Van Noort and Willemsen [1] define webcare as 'The act of engaging in online interactions with (complaining) consumers, by actively searching the web to address consumer feedback (e.g., questions, concerns, and complaints)'.

Webcare Teams[edit]

To improve relationship quality with the customer or to start a new relationship online, companies often employ a dedicated webcare team to respond to comments and or complaints. These teams monitor social media channels like Twitter, Facebook, Instagram, Pinterest, LinkedIn, YouTube, Google+, Vkontakte, Sina Weibo, LiveJournal on messages and measure the brand sentiment, in addition of the customer support by phone.


  1. ^ Van Noort, Guda; Willemsen, Lotte (2012). "Online Damage Control: The Effects of Proactive Versus Reactive Webcare Interventions in Consumer-generated and Brand-generated Platforms". Journal of Interactive Marketing. 26 (3): 131–140. doi:10.1016/j.intmar.2011.07.001.