Social media sites are becoming virtual customer service centers, according to the NM Incite Social Care Survey.
Currently, 47 percent of people who use social media sites are actively seeking customer service and 30 percent prefer to reach out to brands on social channels than pick up the phone and call.
This is especially true for people ages 18 to 24. In this demographic, 60 percent of women and 57 percent of men go to their social networks for customer service.
But customer service reps can breathe easy knowing this: 83 percent of Twitter users and 71 percent of Facebook users only expect brands to respond to them within one day of their post. That’s one day, not one hour or five minutes.
And it pays off for brands in the end: 71 percent of survey respondents said they are likely to recommend a brand to others when they get a quick and effective response, compared to the 19 percent of customers who said they would still recommend a brand even when they did not hear anything from the company at all.
Nielsen provided the online panel for this poll of 2,000 U.S. social media users over the age of 18. The survey was conducted in July 2012 by NM Incite, a joint venture between Nielsen and McKinsey.
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