Quick response expected by social media complainers

amy keanConsumers have higher expectations of social media customer services compared to more traditional channels, with one in four people complaining about brands through Twitter or Facebook expecting a response within an hour and 6pc expecting to hear back within 10 minutes, new research from Lightspeed Research and the IAB in the UK has revealed.

On the other hand, 50pc of consumers who made complaints via a brand’s own website were happy to receive a response within a day and 27pc within three days.

The survey of over 1,000 internet users in the UK found that younger people are more likely to use social media platforms to complain about brands. Fifteen percent of 18-34 year-olds have used an official Facebook page to complain about a brand, compared to just 5pc of 35 – 54 year-olds.

The survey also reveals how important social media has become in people’s daily lives: almost half (48pc) of 18-34 year-olds log in to social networking sites just before they go to bed, while over a quarter (27pc) log in as soon as they wake up. A further quarter of 18 -34 year olds sign in to social networks while they’re having lunch or dinner. In addition, almost half (47pc) of this age group have uploaded a picture of a meal they were eating to a social site.

“Social media has become such a part of our lives that people rarely even consider just how extreme their social behaviour has become – we log in as soon as we wake up, before we go to bed and even during mealtimes,” said Amy Kean, head of the IAB social media council “Even this simple phenomenon offers a fantastic opportunity for brands, who should tap into the routine and habitual nature of social media activity to enhance consumers’ lives and become just as essential as the platforms they’re communicating on.”

Ralph Risk, Lightspeed Research marketing director EMEA, said that with social media now becoming a mainstay in people’s lives, it is important for companies to understand the motivations and expectations of their customers. “While only a small proportion of people currently use social media channels to complain, the impact can be greater with more people witnessing the exchange. While this provides companies with a potential risk it also gives them a huge opportunity to highlight their excellent service, and the brands that embrace this successfully are likely to reap the rewards.”