With an increasing focus on brands communicating on social media, another report - this time released by ad agency Arnold Worldwide - is reinforcing how vital it is to answer queries and questions saying that 59% of people worldwide expect brands to respond to social media comments regarding service most of the time.
While the percentage is high, this is because people from emerging markets are expecting more from brands online, according to the report. 83% of respondents from China and 74% of respondents from Brazil expected a response from brands once they left a comment. On the other side of the spectrum, U.S. and UK users have lower expectations regarding this with only 39% and 40% respectively saying that they expected a response.
Also, nearly 60% of people globally have posted either a positive or negative social media comment about a brand regarding a service experience. All of this has an impact on the consumer experience and how consumers perceive a brand with 46% of those surveyed overall saying they respect brands that respond and contribute to discussions about the service their customers have received.
According to Arnold International, the most vocal nation was China as nearly three quarters (74%) of respondents there said that they have posted comments regarding a service experience with a brand. Brazil was just behind with 68% while U.S. and UK respondents both had less than half (48% and 45% respectively) of respondents from these areas commenting on a brand's social media page.
The report surveyed 2,400 people online and was split evenly between the U.S. the UK, Brazil and China. The survey took place during April 2012 and had a gender demographic that was evenly split between men and women aged 18 and older.
The survey ties in with other reports dealing with brands' interactions on social media. At Le Web London back in June, the CEO of SocialBakers Jan Rezab said that in general, 70% of all fan questions posted on social media channels are not responded to. It seems that while consumers become more vocal, brands will need to meet this demand and at least make the effort to properly communicate with users.
Other findings on the report include 67% of people surveyed saying that they would be willing to share personal information with brands relevant to them to improve service. Those from China were the most willing (86%), followed by Brazil (72%), the U.S. (56%) and the UK (52%).
comments powered by