Brands Slow to Respond to Complaints on Social Media

By February 20, 2014Social Media, Tidbits

SMMU-Brand-Response-to-Complaints-on-Social-Feb2014Are you responding in less than 1 hour of  a complaint on you social media networks? You should…

About 6 in 10 brands occasionally receive customer complaints via social media according to a survey from Social Media Marketing University (SMMU). Unfortunately, response times are not really customer friendly. In fact, fewer than 1 in 5 respondents said they respond to complaints within an hour, and more than 1 in 5 say they rarely respond to customer complaints made via social.

Those brands may receive complaints because the majority of Twitter users who expect brands to respond to their tweets feel that those responses should come in less than an hour. When there’s a complaint involved, 72% demand a quick response and 6 in 10 will “take unpleasant actions to express their dissatisfaction,”  including shaming the brand on social media.

Once the shaming begins, about one-quarter of the brands said that their reputations had been tarnished and had a loss of customers and revenue due to negative social media posts. These results stem from a lack of strategy to deal with complaint. Only a minority at best have effective strategies in place.

A question business owners should ask themselves: “Is it worth the loss of customers and revenue to save on social media management?”  You want to grow your audience, not anger and/or lose them. Be sure your social feeds are monitored often.

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About Holly Berry