As a brand using social media, how quickly do you respond to consumer complaints?
If your average response is an hour or less – and it pays to be honest here – you’re in pretty lofty company, as fewer than one in five (18 percent) of brands reply to customer complaints on channels such as Twitter and Facebook within 60 minutes, with 21 percent rarely or never responding at all.
This data comes courtesy of Social Media Marketing University (SMMU), who surveyed U.S. marketing professionals about how they managed negative posts on their social media outposts (see part one of our look at their report here). Thankfully, most brands are getting better at this stuff, with seven in 10 getting back to customers within 24 hours or less.
Still, 24 hours is an eternity in the fast-paced world of social media, so there’s still plenty of room for improvement.