Brands Have 24 Hours to Respond to Customer Comments on Social Media
This isn’t even about a brand crisis. Customer comments on social media represent expectations — 83% of the writers require brand responses within 24 hours, finds a new survey. Here’s what marketers need to know about what customers expect.
Clutch, a B2B ratings and reviews company, released the findings from a survey of U.S. social media users on Nov. 1.
“Only 2% of people find it acceptable for companies to take more than a couple of days.”
In their lives, customers are expected to respond immediately to social media comments and any other digital contacts they receive, so brands should, too, finds the research.
The study quotes Sameer Somal, co-founder of Blue Ocean Global Technology, a digital marketing and technology planning firm:
“There’s certainly an empowerment to the consumer to share feedback and express themselves when they’re unhappy,” Somal said. “But a business is also empowered with the same platform and the same opportunities.”
Though not all customer comments on social media are complaints. Some are praise. Others are requests for customer service. Still others are miscellaneous opportunities for social media marketing. And customers expect brands to respond to them all.
Customers Will Surprise You
Even if customers are irate on social media, “they don't necessarily expect an immediate fix,” the announcement says.
They do expect an answer within 24 hours, though.
"It's not like we're telling people, 'You have to fix this immediately within a day or less or an hour or less,' " said Laura Reagen, CEO of Activate Health. "But the company's response has to make people feel like they've been heard."
Responding to Criticism Online Can Elevate a Company's Brand
Nearly half of people (45%) say they would view a brand more positively if it responded to negative comments on social media.
"Being able to show the way that your business responds in a crisis is actually helpful, because customers get reassurance that if something goes wrong, your business will take care of them," said Melina Palmer, a behavioral economist and founder of The Brainy Business.
How Companies Can Respond to Customers on Social
If comments are positive, brands can say “thank you,” ask customers to place those views on their sites and elevate customers to brand ambassadors. Wendy’s, for instance, helped make one of its fans a social media influencer.
HELP ME PLEASE. A MAN NEEDS HIS NUGGS pic.twitter.com/4SrfHmEMo3
— Carter Wilkerson (@carterjwm) April 6, 2017
one taught me love
one taught me patience
one taught me pain pic.twitter.com/ajNUpeL0bV
— Wendy's (@Wendys) November 7, 2018
Customer service requests are routine, for many brands.
No news to share at this time. We do appreciate your feedback and will be sure to pass it along to the appropriate team. Let us know if we can assist with anything else.
— Nike (@Nike) November 3, 2018
Customer complaints and crisis situations have more than one solution, but here’s what we covered in May:
Acknowledge the problem/complaint and offer a solution, if possible. We summarized what Julie Morse wrote in Business 2 Community:
Be “serious, but optimistic.” Start “with a detailed, honest assessment of the problem and a recommendation to help fix it.”
Next, marketers should explain their fault, commit to a resolution, provide a sincere apology and send resources for finding more information.
What do you think, marketers?
Please respond in the comments section below.
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