Social media management company Sprout Social has released a report showing that 90 per cent of people surveyed have used social media platforms in some way to communicate directly with a brand, the problem is that brands are ignoring the majority of these consumer communications.
People on social want a response to their post, and they want it much faster than most brands are either willing or able to give. The report found that brands send 23 messages for every one consumer response.
Sprout surveyed over a thousand Facebook, Twitter and Instagram users on their expectations for reaching out to brands on social. It then compared their responses with data from the social profiles of thousands upon thousands of brands across 15 industries including automotive, banking, customer services, government, marketing, retail and real estate.
The study found that social media was the first choice for people’s customer care concerns:
The Sprout Index shows that the number of social messages needing a response from a brand has increased by 18 per cent over the past year. Unfortunately, brands reply to only 11 per cent of people. When brands respond—if they respond—they let people hang for an average of 10 hours.
The impact of this lack of response is damaging not only for the brand’s reputation but also its bottom line. According to Sprout:
- 73 per cent of people have had a negative experience with a brand on social.
- 36 per cent of people have used social to shame a company for poor customer service.
- 30 per cent of people will go to competitor if a brand doesn’t respond.
If brands could correct their course, however, most people would be honking their horns in support. Here’s what we found when we asked people how they feel when a brand responds or reaches out to them on social:
- 70 per cent of people are more likely to use a brand’s product or service.
- 65 per cent of people have more brand loyalty.
- 25 per cent of people are less likely to go to a competitor.
- 25 per cent of people are less likely to post negative things about the brand, product or service.
- 75 per cent of people are likely to share a good experience on their own profile.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]