The next time you think about putting off a response to that tweet
your brand just received on Twitter – or not responding at all – think
again. According to research put out by Lithium Technologies, more than
70 percent of users expect to hear back from the brand they’re
interacting with on Twitter, and 53 percent want a response within the
hour.
That percentage goes up when someone is issuing a complaint to a
brand, with 72 percent saying within an hour is a reasonable time to
hear back from them on the issue.
What happens if Twitter users don’t hear back in a timely manner? The
majority of respondents (60 percent) said there would be negative
consequences to the brand, starting with telling friends and family
about the experience (29 percent) and escalating concerns through other
forms of communication (26 percent).
Most survey respondents used Twitter to engage with brands in a
positive way, however. Brand advocacy was a driver of engagement,
including to give positive feedback about a brand (69 percent), to show
enthusiasm (61 percent) or to recommend the brand (58 percent).
While the majority of users said not hearing back in a timely manner
does not change their perception of the brand or company itself, for
some, those warm fuzzies can turn sour when engagement expectations
aren’t met. In fact, 38 percent said they felt more negative about the
company when they weren’t responded to in a timely manner.
And oddly enough, it seems 14 percent like when the brand plays hard
to get, saying they felt more positive about the company when it didn’t
respond in a timely manner.
For the most part, brands are rewarded when they engage with their
audience quickly. According to the study, the majority of Twitter users
surveyed (49 percent) said they would likely recommend the brand on
social media. Forty-three percent said they would encourage family and
friends to buy from the brand, while 34 percent said they would buy more
of the company’s products themselves.
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