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To Respond or Not to Respond - WM Net Briefs

Posted on 11.21.2011

Social media gives businesses and brands an avenue to engage with consumers and create personal relationships. But it also gives consumers the opportunity to directly complain about a brand or product – and this is especially true with Twitter. Should businesses respond to these complaints? Of course they should, but according to customer- experience experts Maritz Research, only one-third of consumers surveyed who tweeted a complaint actually received a response. Web companies must make responding to tweets a top priority because consumers are overwhelmingly positive when brands take the time to interact on Twitter. The study revealed that 86 percent of consumers want responses to their critical tweets, and of the ones that get them, 75 percent are satisfied with the outcome.

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