Why Brands Don't Respond on Social Media

Companies recognize the opportunity that social media provides, but very few have mastered the art of responding during the moments that matter most.


Richard Dumas is the director of product and solutions marketing for cloud contact software leader, Five9. Richard is an experienced marketing leader who has successfully driven the rapid growth for companies including Nuance Communications, Apple Computer and Sun Microsystems.

If you’ve ever used social media to ask a question, look for information or vent your frustration about a product or service, you may have wondered why your post was met with silence. Maybe another consumer responded with a suggestion, but where was the brand that was the subject of your ire? Why didn’t they reach out to help solve your problem? Given that so many people now use social media to discuss products and services, why aren’t brands tripping over themselves to offer help?

Companies clearly recognize the marketing opportunity that social media provides, yet most seem to be focused on relentlessly posting messages touting the virtues of their products,...

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