Consumers Expect Brands to Respond on Social Media

brand response If your brand has a social media presence, consumers need to hear from you.

Almost 60% of people worldwide say they expect brands to respond to social media comments regarding service at least most of the time, according to a new report.Nearly three quarters of the respondents from China stated that they have posted comments regarding a service experience with a brand. Brazilian respondents were just behind China with 68%. U.S. and U.K. respondents both fell in with less than half saying they posted comments to social media platforms at 48% and 45% respectively.These social media responses also seem to have an impact on people’s brand perceptions and purchasing decisions. Forty-six percent of people globally said they respect brands that respond and contribute to discussions about the service their customers have received.Another interesting piece the report touched on was information sharing among consumers. Globally, 67% of people said they would be willing to share personal information with brands relevant to them in order to improve service.

The online survey by Arnold Worldwide consisted of 2,400 respondents split evenly between the U.S., U.K., Brazil, and China. Fielded in April 2012, the survey had a gender demographic that was evenly split between men and women ages 18 and older.

This article originally published at ClickZ here

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ClickZ is a Mashable publishing partner that provides marketing news and expert advice. This article is reprinted with the publisher’s permission.

How do you feel when you take the time and make the effort to comment on a brand or a service and it goes into the abyss?  Would you want or recommend a realtor who does not respond?  Tell me how YOU feel.


3 thoughts on “Consumers Expect Brands to Respond on Social Media

  1. I’m one of those that feel that the business should talk to, address the customer regarding service-good or bad. The reasson I am was so interested in social media for businesses is the a brand that is so interactive, attentive and smart on their Facebook page that you think you are directly talking to a smart and very compassionate customer service rep. I have since recommended having an active Facebook and Twitter accounts to some of my friends who run small businesses. I maintain Facebook pages of a couple of organizations and I see a lot of reposnse when a need is addressed, a question answered or if I can’t do either, just showing empathy works a lot of times. If I won’t recommend a store that has rude associates, then I won’t recommend a realty or any other business that won’t address my concern on social media platform.

    • Wow, I didn’t realize there were so many typos in this comment of mine. I’ll spell check in future 😛 reason(in 2nd sentence); I am-not was; response (in 8th line). Sorry about that.

  2. I’m continually amazed at how poorly many large, large companies perform in the online world. I think social media may be the place that smaller businesses can truly shine and thrive. I recently had several online chats and several phone calls with Amazon over a $40 gift card. We certainly used more than $40 worth of my time and theirs to get a simple issue resolved and left me VERY frustrated. A few days later found me frustrated with trying to order something from Sears using their somewhat complicated reward program—do they really want us to get lost and not use it?—I found a link to provide feedback on their website functionality. However, the link didn’t work! I realize these instances are not specifically social media, but I believe it still speaks to their lack of response to their customers.

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