Should Brands Respond to Social Media Postings?
Posted on Jan 18, 2012 |
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Tags: Content, Online Marketing, Social Media, Strategy
As social media continues to grow and expand, the question that is brought up numerous times is, should Brands respond to Social Media postings?
What is an appropriate call to action by a brand when it comes to social media. Must they respond to every question and comment reflected about their company or towards their company? What happens if they do not? How do consumers perceive the company if they do respond? And if they do not?
Consumers Attitude towards Brand Response on Social Media
According to a survey, only 11.7% said they didn't care if they saw a non-response from a brand/company to a social comment. The other 88% said they would be somewhat put off from a non-response. Roughly 50% thought that the lack of response indicated a larger problem when it comes to customer service, while 39% would consider it a bad response, but not an ultimate factor in their decision to buy.
From the article... "Social customer service firm InboxQ similarly found that Twitter users want businesses to answer their questions, and doing so can boost purchase intent."
Customer Service needs to Evolve
These numbers show that it is important more than ever for companies and brand to be proactive on social media when it comes to customer service. If you can answer every single item, that is great! However, for most companies and brands, that will be near impossible.
It is important to focus on the ones that need the most attention. Those that have issues, those that have serious questions... these should be addressed first. Honesty is important too... if resources are limited, then let it be known... "We're trying to do our best to reach out to everybody". There is nothing wrong with letting people know this. Being honest with your customers will be more rewarding then attempting to hide this information and not doing a good enough job responding to comments and social media reflected towards your company.
Does your company currently perform these kind of actions?
Do you agree with these numbers? Do you feel like brands need to reach out on social media? Do you have any past experiences good or bad?
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