Consumers who expect brands to respond to their tweets expect those responses to come quickly, and they’ll punish brands who don’t meet their expectations, according to a study by Millward Brown Digital commissioned by Lithium Technologies. A slight majority of Twitter users who expect brands to respond to their tweets feel that those responses should come in less than an hour. When there’s a complaint involved, 72% demand a quick response. Brands be warned: these consumers appear to have a limited amount of patience.
Recent research has suggested that consumers expect quicker responses on social media than via email, but these consumers might be frustrated by actual results: Socialbakers data suggests that during the first quarter of this year, brands responded to only 38% of questions posed of them on Twitter, taking an average of 6-and-a-half hours to do so. Read the rest at MarketingCharts.