Yes, not only “any”, but “many” effects, good ones and bad ones.
You go smartly & carefully about providing customer service through social media, and your overall customer satisfaction will rise substantially in a transparent, easily accessible way to potential customer, brand influencers & other brand promoters. Customer satisfaction, naturally, will eventually lead to increased sales.
To achieve this, don’t move your whole customer service activities to social media! Dedicate your Facebook page and Twitter account to general inquiries, the type of which you want the given answers to go online, stay online and go viral to promote your brand.Don’t discuss customer-specific or order-specific info online (respect the privacy of your customers and you own company). Also, don’t solve a dispute online to avoid reputation damage predators from “smelling blood”! Use positive customer feedback on social media to frequently unleash direct sales messages (links, coupons, special offers, discounts, free delivery). Be patient.