Foreword Online

Ideas, information and industry news for collegiate retailers



83% of Retailers Ignore Customer Comments on Social Media — Here's Why You Shouldn't

Posted by Dean Asher on 12/9/15 10:00 PM
Topics: social media, college store customer service

Sprout Social has found an interesting trend among retailers with social media presence: a huge majority of retailers are failing to respond to their customers over social media. This could mean missed sales for you and your store. RetailDive offers insight; be sure to read their full article.

83% of Retailers Ignore Customer Comments on Social Media — Here's Why You Shouldn't

Some 83% of retailers routinely ignore customer questions submitted via social channels, while the rest make people wait an average of 12 hours to get a response. The expectation of 42% of customers? A response in 60 minutes or less.

Retailers’ choice of network may also be faulty. Likely aware that it lends itself to one-to-one communication, retailers have ramped up use of Twitter 144% in the last six months, according to Sprout Social, while Facebook actually now handles 7% more service requests. And even though most customers get ignored, they are sending 32% more social media messages to brands in all industries than they did a year ago.

Promotional messages are seven times as likely to spur action when brands have built prior interaction with the customer, according to a separate survey from Rosetta Consulting, so brands should be more aware of where their customers “live” in the social media and respond to them quickly.

About Dean Asher

Dean Asher is a former copywriter with MBS. Though he no longer writes for us, he is still proud of having helped this blog continue to evolve as an industry-leading resource of news and original content.

Related articles on Foreword Online

Article comments