STUDY: Consumers Punish Brands for Failing to Respond (Very) Promptly on Twitter
Any brand that fails to respond promptly and effectively to consumer interactions and complaints via Twitter had better prepare for a public 140-character shaming.
Research just released by Lithium Technologies based on a study by Millward Brown Digital shows that while consumers will reward brands that utilize Twitter to meet their rising expectations, they will just as soon punish those that fail to respond quickly enough. Just how promptly do consumers expect these responses? You might be surprised.
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