Study Reveals Importance of Social Media Communication

When working on trying to improve your company’s social media, it’s really the interpersonal aspect that can make all the difference: your consumers want to be able to connect with you! A recent study shows just how important this is to your business success.

Lithium, a social software provider, released a study that discovered 53% of consumers anticipate a brand to respond to their tweet within an hour. Added to this, 72% of people want a reply if the tweet is a complaint, whether it concerns the brand itself or its products.

This makes sense: consumers want to be assured that they can get in touch with the brand to whom they offer support and be able to receive feedback. Social media is great in this regard because people are always on sites such as Facebook and Twitter, and if their brands are on these networks also, they feel that they have an immediate way of communicating with them - remember, no one likes to have to phone a call centre and wait for hours on the telephone!

Your reputation is linked to your response time to tweets, according to the same study that was commissioned by Millward Brown Digital and surveyed 501 respondents who said they engage with businesses on Twitter. However long a brand took to respond to tweets dramatically impacted their overall reputation. When the respondents were asked to say how long they should have to wait from a response on Twitter specifically, 65% said they desire a reply within two hours or even less, with 20% admitting they want a response in half an hour or less.

Knowing this information can empower your brand. Taking steps to ensure that you make yourself available to consumers on social networking sites and have someone to communicate with them regarding their concerns or queries can help you boost your brand’s name and even bring in more business.

At the end of the day, consumers want to feel that you are there to help them and often what is just as important as the quality of your business is the quality of your interactions with them.

*Image courtesy Flickr creative commons.

Giulia  Simolo

About Giulia Simolo

I am a journalist and author from South Africa.

Giulia Simolo

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