Image via CrunchBase
We’ve talked a lot over the last couple of years in this space about companies and social media. We’ve talked about how it’s not like printing a magazine ad or a TV commercial, meaning that those media are shot, edited, distributed and done. Social media is a commitment; it requires support and maintenance. You’ve been with me on that, right?
Apparently, we’re kind of alone out here kids, or at least I’m led to believe that based on some research I read the other day. But maybe I’m overreacting – let’s see what you think.
The research is from Inboxq and like a lot of research it contains good news and bad news. First the good:
Eight in 10 Twitter users surveyed worldwide said they thought the answers businesses posted on Twitter were at least as trustworthy as those from regular people, and about six in 10 said they wanted businesses to respond to them on the microblogging service.
So consumers don’t think companies are just using Twitter as a PR vehicle. They like us! Except that…
…just 21% of Twitter users with under 100 followers and 41% of users with over 100 followers said they had actually received a response from a business via Twitter. Users indicated that more responsive brands would benefit from greater loyalty and purchasing. Almost 60% of respondents said they would be more likely to follow a brand that answered them, and 64% said they would be more likely to make a purchase from that brand.
In short, consumers are wanting to interact and are receptive to the answers they receive but businesses aren’t responding. In my mind this raises the question of support. As eMarketer summed it up:
Consumers often indicate that they understand and accept the value exchange of connecting with companies in return for information that can help them. And they also often want brands to pay attention to them and not take their business for granted now that they have access to the powerful voice social media provides.
Businesses need to fix the disconnect between what they say they do – listen and converse via social media – and what they actually do – put up an inbox and never answer back. Think about calling down the hall to your spouse or partner or kids and never getting a response. Frustrating, right? Why put your customers or potential customers in that place?
You with me?
Consult Keith 