I hadn't heard of the term "social documentation" before, but it describes the Twitter responses, video replies, and other social media formats that support centers use to provide responses to technical problems customers ask about. This post by LugIron shows an example of a video response. The problem with social documentation is that, if it's not incorporated into the documentation, the support center will have to respond again -- and again and again. So while it may seem powerful and make the customer feel like a king, a better solution that benefits the rest of the customer base would be to update the documentation (and perhaps include a video in the documentation) and send the customer that link. Maybe they're already doing that.
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I'm a technical writer based in the California San Francisco Bay area. Topics I write about on this blog include technical writing, authoring and publishing tools, API documentation, tech comm trends, visual communication, technical writing career advice, information architecture and findability, developer documentation, and more. If you're a professional or aspiring technical writer, be sure to subscribe to email updates using the form above. You can learn more about me here.