Home  › Social › Social Media
when-brands-dont-respond-in-a-timely-manner

Social Users Expect One-Hour Response Time from Brands on Twitter [Study]

  |  November 1, 2013   |  Comments

New research from Lithium Technologies shows that more than 70 percent of Twitter users expect a response from a brand they've tweeted within one hour.

The next time you think about putting off a response to that tweet your brand just received on Twitter – or not responding at all – think again. According to research put out by Lithium Technologies, more than 70 percent of users expect to hear back from the brand they’re interacting with on Twitter, and 53 percent want a response within the hour. 

brand-response-time

That percentage goes up when someone is issuing a complaint to a brand, with 72 percent saying within an hour is a reasonable time to hear back from them on the issue.

reasons-for-reaching-out-to-brands

What happens if Twitter users don’t hear back in a timely manner? The majority of respondents (60 percent) said there would be negative consequences to the brand, starting with telling friends and family about the experience (29 percent) and escalating concerns through other forms of communication (26 percent).

when-brands-dont-respond-in-a-timely-manner

Most survey respondents used Twitter to engage with brands in a positive way, however. Brand advocacy was a driver of engagement, including to give positive feedback about a brand (69 percent), to show enthusiasm (61 percent) or to recommend the brand (58 percent).

why-twitter-users-talk-to-brands

While the majority of users said not hearing back in a timely manner does not change their perception of the brand or company itself, for some, those warm fuzzies can turn sour when engagement expectations aren’t met. In fact, 38 percent said they felt more negative about the company when they weren’t responded to in a timely manner. 

brand-perceptions-and-response-time

And oddly enough, it seems 14 percent like when the brand plays hard to get, saying they felt more positive about the company when it didn’t respond in a timely manner.

For the most part, brands are rewarded when they engage with their audience quickly. According to the study, the majority of Twitter users surveyed (49 percent) said they would likely recommend the brand on social media. Forty-three percent said they would encourage family and friends to buy from the brand, while 34 percent said they would buy more of the company’s products themselves. 

postitive-brand-feeback-on-twitter

This article was originally published on Search Engine Watch.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Jessica Lee

Jessica Lee is the founder of bizbuzzcontent, a boutique content services company that offers quality content creation services and content strategy consulting.

Since 2005, Jessica has been in the business of content and communications, with the past seven years focused on the Web marketing space.

Prior to launching bizbuzzcontent, Jessica was responsible for content strategy, development, and marketing for Bruce Clay Inc. - a global SEO firm, where she served small businesses and Fortune 500 clients.

Jessica has a bachelor's in communications and public relations from San Diego State University.

She contributed to the book Search Engine Optimization All-in-One for Dummies second edition, and her writing is featured in an active college textbook, Reading and Writing About Contemporary Issues.

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

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

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.

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...