Consumers expect on social media

Consumers expect on social media

Consumers expect on social media

More and more consumers are using social media as a viable communication channel when it comes to customer service. Sites such as Twitter and Facebook are providing individuals with the opportunity to directly contact their broadband supplier, phone provider and utility company. And, like all consumer communication, these social-savvy users expect organisations to reply to their message in a timely manner.

A recent poll from the Internet Advertising Bureau demonstrated how seriously Twitter and Facebook users take correspondence with companies via these sites. The report surveyed the opinions of 1,000 individuals in order to discover the importance users placed on these online communications.

The results highlight the necessity for organisations to respond promptly to user comments. Overall, 42 per cent of users surveyed wanted to see companies respond to their Facebook or Twitter enquiry within 60 minutes. 50 per cent of users would be content with a response within one day. The report, which evaluated each different social network independently, also discovered that 19 per cent of Twitter users wanted a reply to their complaint or enquiry within an hour, while 6 per cent of Facebook customers expected a company to respond within three minutes.

While the report sheds some interesting light into consumer behaviour on these social sites, it also highlights the need for companies to evaluate and action their social media mentions. While 83 per cent of the Fortune 500 companies are using at least one social media channel, whether these organisations would have the resources to monitor and respond to these complaints within the expected timeframe is a different matter entirely.

Despite this need for investment, it seems that many companies have yet to allocate the funding to their social media marketing (Only 5 per cent of marketing budgets were allocated to social media in the US over 2010). One has to wonder when the penny will drop for these organisations; consumers have found a new way to communicate.

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