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Social Media Customer Service Needs Attention

Posted on 11.27.2016

Recently released data from social media management platform Sprout Social indicates that that the average retailer will receive 3,140 social messages this holiday season – 30 percent more than last year.

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According to the report, social media’s influence reaches beyond customer service issues; it is now an integral part of the research and gift-buying process. One in three people surveyed said that social media impacts their gift purchasing and requesting behavior during the holidays. Once they’ve unwrapped their presents, 30 percent of respondents said they’re likely to post about a gift they receive on social media.

The Sprout Social Index for Q4 2016 also revealed that consumers want different types of messages from retailers during the holiday season, with nearly 20 percent indicating that they are looking for more promotional messages from brands.

The study also found, however, that deals alone aren’t enough — consumers also want answers to their questions on social media. An estimated 56 percent of the social messages retailers are expected to receive in Q4 2016 will require action, representing a 15 percent increase in social messages warranting a response compared to last holiday season.

“The record number of social messages retailers are expecting underscores a trend we’ve been seeing for a while,” said Scott Brandt, CMO at Sprout Social. “People are using social as their main communication channel with businesses, but many brands aren’t responding to the demand. In order to survive this influx and capitalize on the opportunity, brands must shift their social strategy and staffing to integrate marketing and customer care.”


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