by Daniel Mickens
If your brand has a social media presence, consumers need to hear from you.
Almost 60% of people worldwide say they expect brands to respond to social media comments regarding service at least most of the time, according to a new report.
Nearly three quarters 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%. U.S. and U.K. respondents both fell in with less than half saying they posted comments to social media platforms at 48% and 45% respectively.
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% of people said they would be willing to share personal information with brands relevant to them in order to improve service.
The online survey by Arnold Worldwide 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.
