Tag Archives: Instagram

Customer Expectations for Social Media Response Time

The faster you respond to your customers and followers, the better.

Social media platforms provide the power to connect with your customers in real time, and even though you can give excellent support through contact centers, emails, and chatbots, you still need to be responsive on social media, where most of your customers are.

  • 79% of customers expect a response within 24 hours
  • 63% of social media complaints are responded to within 24 hours
  • Only 32% are happy with the company’s response time

When you ignore the negative comments or complaints, you allow customer dominance. And so, by responding, you maintain the power over the situation and can ease the minds of other easily-influenced shoppers.

Just learn to find the balance between appropriate response and maximum response time.

Read below to better understand how costumers interact with brands on social media platforms – Facebook, Twitter, and Instagram.

1. Facebook

71% of social media complaints are delivered through Facebook

Companies’ average response time on Facebook is 1 hour 56 minutes. While most customers want a response within 30 minutes – Millennials in particular, only 50% of businesses are meeting this expectation.

Facebook’s page response rate, tells users how responsive a page is with messages. If the average response time is less than five minutes for the past seven days, Facebook will put a badge on the page that reads “Very responsive to messages.” This is a sign to assure customers that they can trust the brand to attend to their queries.

Gen X is the most likely to use Facebook to communicate with brands (63%). Followed by Millennials (60%), Baby Boomers (58%), and Gen Z (47%).

Photo by Yan Krukov on Pexels.com

2. Twitter

17% of social media complaints come from Twitter

Faster than Facebook, companies reply on Twitter an average time of 33 minutes and 44 seconds. But have not met the 30 minutes response time frame that customers expect.

Twitter is a very immediate platform. Since it is typically viewed as more informal than Facebook, users expect companies to check tweets and reply as soon as possible. 

According to Khoros’ study, men are more likely to communicate with brands on Twitter than women. 81% have done so, compared to 68% of women. Men also have higher expectations for response time. 27% of men said they expect a response within an hour, even when it’s not a complaint, versus 22% of women.

Photo by Keira Burton on Pexels.com

3. Instagram

While Instagram users are the least likely to communicate with brands (34%), they also tend to have the highest expectations, especially when a complaint is involved, and expects a response within an hour.

It’s worth noting that 42% of Gen Z shoppers use Instagram to communicate with brands, versus only 33% non-Gen Z consumers.

Photo by Anna Shvets on Pexels.com

Why Does Social Media Response Time Matter?

The need to respond to social queries is a no-brainer. Nobody wants to purposely ignore customers.

There are bigger implications for increasing your average response time other than providing “good” customer service via social media.

Whether customers are becoming too self-entitled or simply lacks patience, one thing Is certain – when they ask questions, they want answers. Not tomorrow, but right now.

Social Listening: Ben & Jerry’s Ice Cream

Listen before you speak.

Have you ever wondered what customers think of your brand? What issues do they care about?

Social Listening has risen to so much fame because of its integral part in helping brands uncover ways of improvement. Marketers have been using their social channels to survey audience since forever and Social Listening is taking this surveyship to the next level.

What is Social Listening?

Social Listening is analyzing the conversations and trends happening on social media about the brand and industry, and using those insights to make better marketing decisions. 

It includes reading comments and looking for online content to check on customer sentiments. Sometimes, these sentiments are negative, but don’t fret, these are great guide for improvements.

To mention a few benefits, Social Listening helps structure future campaigns, improve content strategy and messaging, outperform competition, construct an effective influencer program and even build more impactful brand partnerships. In addition, it is a good medium to find out what the customers talk about and figure out a how to build brand presence and put yourself into the conversation.

It’s not an entirely new approach, brands have been trying to gauge the opinions of the public and their customers through surveys. And now that people are conversing online, it’s up for brands to cope up.

Social Monitoring vs. Social Listening

Monitoring tells you what, listening tells you why.

Social Monitoring merely keeps track of social media mentions and conversations. However, without the analysis and actionable responses, brands cannot sufficiently meet the needs of its customers. On the other hand, Social Listening finds root causes behind social conversations and implements long-term strategy changes.

Ben and Jerry

Social Listening comes in all shapes and sizes.

Ben and Jerry’s spends a huge chunk of its marketing budget on social media advertisements to promote their ice creams. Following the common sense, they allocate more budget during the summer season when it’s sunny and hot. 

All have been running smoothly until a snowstorm hit New York City. They decreased the ad budget assuming the last thing people want during cold weather is a cold dessert.

Upon checking the ad’s performance in New York, click-through-rates jumped up and sales figures came through.

The company checked Twitter and Instagram and noticed there was an uptick during poor weather, particularly when it was rainy. It turned out that when rain forced people to stay in watching films, TV, or Netflix, they wanted ice cream to go with it. 

This opened up a whole new area for Ben and Jerry’s to target. Now, they would look for rain in the forecasts, as well as sun, and adjust their marketing plans accordingly.

They even went a step further and created a flavour just for this purpose: Netflix & Chill’d.

This was all achieved with a very simple social listening approach, and it worked wonders for Ben and Jerry’s. 

All too often, we’re guessing, not listening. We’re making tactical moves, not strategic ones.

By listening to your audience, you can see a window into their candid thoughts and feelings, and gain important insights into their purchase behaviour.