Home  › Social › Social Media

60% of Consumers Say They Expect Social Brand Response

  |  July 18, 2012   |  Comments

Arnold Worldwide report shows social media is critical for CRM.

A recent trend report released by Arnold Worldwide showed that social media is critical in the conversation of brand services. Almost 60 percent of people worldwide say they expect brands to respond to social media comments regarding service at least most of the time.

Nearly 60 percent of people globally have posted either a positive or negative social media comment about a brand regarding a service experience, said Arnold.

Nearly three quarters (74 percent) of the respondents from China stated that they have posted comments regarding a service experience with a brand. Brazilian respondents were just behind China with 68 percent. U.S. and U.K. respondents both fell in with less than half saying they posted comments to social media platforms at 48 percent and 45 percent respectively.

The online survey consisted of 2,400 respondents split evenly between the U.S., U.K., Brazil, and China. Fielded in April 2012, the survey had a gender demographic that was evenly split between men and women ages 18 and older.

At the global level, 59 percent of people expect brands to respond to social media comments regarding service at least most of the time. However, these numbers may be skewed due to emerging markets such as Brazil and China having such high expectations. The report shows that 83 percent of the respondents from Brazil and 74 percent from China expect a response from brands.

The U.S and U.K. have much lower expectations regarding this area with only 39 and 40 percent saying they expect a response. These social media responses also seem to have an impact on people's brand perceptions and purchasing decisions. Forty-six percent of people globally said they respect brands that respond and contribute to discussions about the service their customers have received.

Another interesting piece the report touched on was information sharing among consumers. Globally, 67 percent of people said they would be willing to share personal information with brands relevant to them in order to improve service.

Chinese participants were most willing with 86 percent saying they would hand out personal information. Brazilian participants were next on the list with 72 percent. The U.S (56 percent) and the U.K. (52 percent) rounded out the group.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Daniel Mickens is a ClickZ editorial intern.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Creative Project Manager
      Creative Project Manager (Agora Inc. ) - BaltimoreThe Creative Project Manager of PubSVS will work directly with the IRIS team and will be responsible...
    • Digital Marketing Associate
      Digital Marketing Associate (Connections Media) - Washington, DCConnections Media, LLC, a Washington, DC-based digital agency providing strategy...
    • Digital Marketing Specialist
      Digital Marketing Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead...