42 percent of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook

Posted by: | Posted on: January 19th, 2011 | 68 Comments | Posted in: Customer service, Digital Marketing, Facebook, Marketing online, Research, Social media, Twitter

Have you noticed members of your community posting customer service related questions on your Facebook Page? Or perhaps you have now revised your customer service and customer relationship management processes to integrate Twitter as part of your programme.

While many businesses start using social networking platforms to build visibility, awareness and create a community online, even if you had not planned to respond to customer service questions, over time you are likely to get questions or in some case complaints posted online – I am sure you have seen that in the Twitter streams of the people you follow.

So what are consumers expectations about how you will handle these complaints and what they are looking for when connecting to you in social networks.

Some research undertaken by Lightspeed Research and the IAB in the UK incorporating responses from1000 consumers may give us some clues.

WHEN ARE PEOPLE LOGGED ON TO SOCIAL NETWORKS

If you decide to develop a community on Facebook, you need to research when people are online and consider posting your content and engaging on the Page when they are more likely to see your updates in their Facebook news feed.

This recent research indicated that many people log in to social networks throughout the day, although 43% check social networks before bed, and one in five check them when they wake up. And women are more likely than men to log over the lunch period.

When do people log on to networking sites

CHARACTERISTICS CONSUMERS LOOK FOR IN YOUR ADVERTISING AND COMMUNICATIONS

And what style of content are consumers looking for in your online advertising and communications? There is no question that competitions and give always on Facebook have the potential to build a community. But should we just post jokes and fun status updates?

You certainly need to review what is of interest to your community in your social networking content plan, but you might be surprised that in the research that being chatty and funny is not the feedback the respondents gave.

Instead they are looking for brands to be professional, friendly, creative, respectful and innovative.

Brand characteristics in online communications

HOW DO CUSTOMERS NORMALLY COMPLAIN ABOUT BRANDS?

When asked how customers normally complain about brands, most will do so on the company’s website (46%), followed by on the phone (26%) then by good old fashioned snail mail.

Forums and Facebook pages were more popular places to lodge a complaint than Twitter.

Though interestingly some 20 per cent of the people included in the research had never made a complaint.

How consumers make complaints about brands

WHAT IS THE RESPONSE TIME TO COMPLAINTS THAT CONSUMERS EXPECT

However, once a complaint has been made, consumers are less tolerant of delays in responding to them when they post on social networking sites.

Those who lodged a complaint online expect a brand to get back to them within a day most commonly with the majority of respondents falling in the “within a day” to “within 3 days” window.

Respondents to the survey were more lenient with a complaint lodged on a website, with 27% saying up to 3 days was reasonable, versus only 16% that gave this time period for a complaint on Twitter.

And one in five respondents would expect a response within the hour on Twitter or on Facebook. So it’s critical that you have processes in place to manage your Facebook Page and monitor feedback frequently.

How quickly consumers expect a response to complaints onlineWhat insights has this given you when managing your communities online? Perhaps now is the time to  review your online community guidelines?



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  • http://twitter.com/thedeeppool/status/27658324329631744 thedesignpool

    42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook http://dlvr.it/DdBwz

  • http://twitter.com/colmhanratty/status/27663675376537600 Colm Hanratty

    RT @KrishnaDe 42% of UK Consumers expect a response in 60 minutes to complaints they make on #Twitter & #Facebook http://bit.ly/dSsq6H

  • http://twitter.com/ernohannink/status/27664397933486080 Erno Hannink

    RT @KrishnaDe: 42% of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook http://bit.ly/dSsq6H

  • http://twitter.com/ann_donnelly/status/27665369992790016 Ann Donnelly

    RT @krishnade: 42 percent of UK Consumers expect response in 60 Minutes to complaints made on Twitter and Facebook http://bit.ly/dSsq6H

  • http://twitter.com/hauke_borow/status/27667384617668608 Hauke Borow

    42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook http://bit.ly/fknFbf

  • http://twitter.com/alltop_branding/status/27669466426904576 Alltop Branding

    42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook http://bit.ly/fknFbf

  • http://twitter.com/irishsmiley/status/27671047029391361 Frederique Murphy

    RT @KrishnaDe: 42 percent pf UK Consumers expect response in 60 Minutes to complaints they make on Twitter and Facebook http://bit.ly/dSsq6H

  • http://twitter.com/irishsmiley/status/27671047029391361 Frederique Murphy

    RT @KrishnaDe: 42 percent pf UK Consumers expect response in 60 Minutes to complaints they make on Twitter and Facebook http://bit.ly/dSsq6H

  • http://twitter.com/tek2master/status/27672084444356608 Thomas Kenney Jr

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  • http://twitter.com/nialldevitt/status/27672482517352448 Niall Devitt

    Via @KrishnaDe 42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Fac… http://ow.ly/1aVNvm

  • http://twitter.com/hjd1984/status/27673192323612673 Hayley Davies

    wow RT @ernohannink @KrishnaDe: 42% of UK Consumers expect response in 60 Minutes to complaints on Twitter and Facebook http://bit.ly/dSsq6H

  • http://twitter.com/prem_k/status/27677082448297984 Prem Kumar Aparanji

    42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook… http://bit.ly/fiuKNm #scrm

  • http://twitter.com/the_networks/status/27677291735678976 Social Network (RSS)

    42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook – Kri… http://bit.ly/fknFbf

  • http://twitter.com/mjayliebs/status/27695263028084736 Mitch Lieberman

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    RT @KrishnaDe: 42% expect a response in 60 minutes to complaints they make on Twitter & FB http://bit.ly/dSsq6H

  • http://twitter.com/4markitude/status/27711682860023808 Mark Hopkins

    Statistic of the day – 42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and http://is.gd/Tl6BQe

  • http://twitter.com/wimrampen/status/27720652844695553 Wim Rampen

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  • http://twitter.com/baileyworkplay/status/27721821247774721 Bailey WorkPlay

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  • http://twitter.com/insurancecrm/status/27722318167941121 Rob Tyrie

    RT @wimrampen: 42 percent of UK Consumers expect a response in 60 Minutes to complaints… http://goo.gl/fb/BNKxG #scrm via @glfceo

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  • http://twitter.com/msl_group/status/27723814620110848 MSLGROUP

    42 percent of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter – http://is.gd/Tl6BQe

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    RT@msl_group 42 percent of UK Consumers expect a response in 60 Minutes to complaints on Twitter http://is.gd/Tl6BQe #reputationmanagement

  • http://twitter.com/gbourinet/status/27728710966706176 Guillaume Bourinet

    RT @msl_group: 42 percent of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter – http://is.gd/Tl6BQe

  • http://twitter.com/monicajitariuc/status/27730041609658369 Monica Jitariuc

    RT @msl_group: 42 percent of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter – http://is.gd/Tl6BQe

  • http://twitter.com/oxfordjasmine/status/27730473790738433 OxfordJasmine

    RT @msl_group: 42 percent of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter – http://is.gd/Tl6BQe yikes!

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    RT @msl_group: 42 percent of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter – http://is.gd/Tl6BQe

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  • http://twitter.com/guillaumelalu/status/27735637629075457 Guillaume Lalu

    42% of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter – http://ow.ly/1rZUqx RT @msl_group

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    42% of UK Consumers expect a response in 60 minutes to complaints they make on #Twitter – http://is.gd/Tl6BQe via @msl_group @netintelligenz

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    RT @msl_group: 42 percent of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter – http://is.gd/Tl6BQe

  • http://twitter.com/ggodsal/status/27738317122441217 George Godsal

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  • http://twitter.com/socialcustomers/status/27788895936581632 Suzan D.H.

    42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook – Krishna… http://dlvr.it/Dfwzf

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    Remember to join our Facebook Page to access 5 marketing tutorials. – http://bit.ly/egl7Zw

  • http://twitter.com/edouardbreine/status/27844017538469888 Edouard Breine

    42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook – http://bit.ly/hXolDW

  • http://twitter.com/thierry_lefort/status/27844723188178944 thierry_lefort

    42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook http://goo.gl/fb/ZHiMv

  • http://twitter.com/benchrss/status/27844928151224320 benchrss

    42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook http://dlvr.it/DgRxr

  • http://twitter.com/danieldelattre/status/27847163019001856 Daniel Delattre

    Long RT @edouardbreine: 42% UK consumers expect a response in 60 min to complaints they make on Twitter and Facebook – http://bit.ly/hXolDW

  • http://twitter.com/doudouck/status/28027518191665152 Anouck

    Ami CM, vite! Tu as 1h pour répondre à un consommateur qui se plaint sur #Twitter ou #Facebook http://bit.ly/h3BQyZ

  • http://twitter.com/michadaly/status/28045970142924800 michadaly

    RT @KrishnaDe: 42 percent of UK Consumers expect a response in 60 Minutes to complaints on Facebook http://bgn.bz/socialcrmuk

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    Remember to join our Facebook Page to access 5 marketing tutorials. – http://bit.ly/egl7Zw

  • http://twitter.com/beastoftraal/status/28397649128329216 Karthik Srinivasan

    Social CRM at the speed of light http://bit.ly/eG8qUQ by @KrishnaDe. My post: Real-time is a choice; your choice http://bit.ly/i9nZAU

  • http://twitter.com/prem_k/status/28399981299761152 Prem Kumar Aparanji

    RT @beastoftraal: Social CRM at the speed of light http://bit.ly/eG8qUQ by @KrishnaDe. My post: Real-time is a choice; your choice http: …

  • http://twitter.com/rdunlop_sysco/status/28429919155396608 Richard Dunlop

    42 percent of UK Consumers expect a response in 60 Minutes to complaints they make on #Twitter and #Facebook http://bit.ly/dSsq6H

  • http://twitter.com/amraxx/status/28434148297277440 David de Silva

    El 42% de los consumidores brtánicos esperan una respuesta a sus reclamaciones en #Twitter y #Facebook en menos de 1h http://ow.ly/3HMsb

  • http://twitter.com/harold_white/status/28585165664026625 Harold White

    Have you noticed members of your community posting customer service related questions on your Facebook Page? Or perha – http://bit.ly/egl7Zw

  • http://twitter.com/harold_white/status/28903637346422784 Harold White

    Have you noticed members of your community posting customer service related questions on your Facebook Page? Or perha – http://bit.ly/egl7Zw

  • http://twitter.com/the_networks/status/28923346510946305 Social Network (RSS)

    Valeria Maltoni: 42 percent pf UK Consumers expect a response in 60 Minutes to complaints they make o… http://bit.ly/fknFbf #socialCRM

  • http://twitter.com/socialyantra/status/29049693862367232 Social Yantra

    Good reading on customer expectations for service on Twitter and Facebook. What do you guys think about this article? http://fb.me/TQr0Ctl2

  • http://twitter.com/lettalondon/status/29597110600998912 lettalondon

    42% of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook http://is.gd/Tl6BQe via @KrishnaDe

  • http://twitter.com/absolutepa/status/29847203916812288 Alicia Cowan

    42 percent of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook http://ow.ly/3J67v

  • http://twitter.com/kbuckett/status/29847288062935040 Katie Buckett

    RT @AbsolutePA: 42% of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook http://ow.ly/3J67v

  • http://twitter.com/sjcleahy/status/29867653279518720 Sarah Jean Leahy

    Good to have these insights for resource planning: 42 % UK Consumers expect response in 60 mins to complaints made on SM http://t.co/uR6qdAB

  • http://twitter.com/empireelements/status/30041171052994561 Richard Kacerek

    42% of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook http://ow.ly/3KbYY

  • http://twitter.com/mvaoffice/status/30041174622339072 vera nesvadbova

    42% of UK Consumers expect a response in 60 Minutes to complaints they make on Twitter and Facebook http://ow.ly/3KbZO

  • http://twitter.com/harold_white/status/30215897335468034 Harold White

    While many businesses start using social networking platforms to build visibility, awareness and create a community o – http://bit.ly/egl7Zw

  • http://twitter.com/harold_white/status/30238562905489408 Harold White

    Remember to join our Facebook Page to access 5 marketing tutorials. – http://bit.ly/egl7Zw

  • http://twitter.com/frank_adams/status/30380751056801792 Frank Adams

    While many businesses start using social networking platforms to build visibility, awareness and create a community o – http://bit.ly/egl7Zw

  • http://twitter.com/sarahdallaghan/status/30538881367539712 Sarah Dallaghan

    Customer Service on Facebook and Twitter http://lnkd.in/xpvNcX

  • http://twitter.com/eddiekremanis/status/31485656345608192 Eddie Kremanis

    42 percent of UK Consumers expect a response in 60 Minutes to complaints they make on #Twitter and #Facebook http://is.gd/Tl6BQe @KrishnaDe

  • http://twitter.com/harold_white/status/31681802636627968 Harold White

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  • http://twitter.com/harold_white/status/32253279371001856 Harold White

    While many businesses start using social networking platforms to build visibility, awareness and create a community o – http://bit.ly/egl7Zw

  • http://twitter.com/harold_white/status/32503473941516288 Harold White

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  • http://twitter.com/frank_adams/status/32596831443615744 Frank Adams

    Have you noticed members of your community posting customer service related questions on your Facebook Page? Or perha – http://bit.ly/egl7Zw


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