It’s time for more customer service reps to occupy Facebook. A 2011 MarketTools survey of 331 companies with annual revenues of more than $10 million found that just 23% currently provide customer service on Facebook, and only 12% provide customer service via Twitter.
Yet just last month, the results of a study conducted by NYU Assistant Professor of Communications Liel Leibovitz for Conversocial showed that more than 50% of consumers now use social media to communicate with companies – and if the companies don’t respond, the consequences can be serious.
Study findings include:
- 78 percent of respondents believe social media will either become the dominant method for consumers to communicate with companies, or it will replace other methods altogether.
- If ignored by brands on social media sites, 45 percent of respondents said they would be angry, and 27.1 percent said they would no longer deal with the company.
- If their questions on a brand’s page go unanswered, 88.3 percent of respondents said they would be either somewhat less likely, or far less likely, to buy from that brand.
- When asked what their overall satisfaction level was with the way companies communicate with customers via social media, 59.6 percent of respondents were optimistic about future developments, but only eight percent were thoroughly satisfied; 32.4 percent classified their overall experience as poor or very poor.
If these numbers don’t inspire a social media call to action, consider these percentages from a CMO Council survey of 1,300 consumers:
- 46% said that great customer service online is something they expect.
- 47% said that when they connect with a brand online for customer support or service, they expect answers within 24 hours.
- When consumers want to communicate with a company, 44% will call, while 33% will post on the brand’s Facebook page, and 29% will post a comment about the company on their own Facebook page.
So for all those companies currently on the fence about offering customer service via social media, the surveys above say it’s time to come down and open the gate. Your customers are waiting to talk to you, and they’re getting antsy.
8 Steps to Get the Ball Rolling on a Customer Service Strategy for Social Media
This year, the number of people using Facebook is set to top one billion. That’s one-seventh of the world’s population. Creating a customer service strategy for Facebook that can easily apply to all major social media venues should be at the top of your organization’s to-do list. Click here to learn how to get started.