While over a third of consumers say their opinions about brands and products are shaped by social media, many businesses are failing to take advantage of the opportunity.
New research by social customer experience vendor Lithium Technologies reveals that consumers expect more engagement from brands through social media than they are receiving.
In a survey of more than 1,000 consumers by Lithium and Red Shift Research, 25% of those question said they expect to hear back from a company when they tweet about a brand or product - but only 9% said they have actually ever received a response.
Meanwhile, 35% said that after “liking” a brand on Facebook they expect to hear from the company - but 58% said they have never received a response from company after “liking” it.
“Consumers are increasingly expecting, even demanding, that brands interact with them through social media,” said Katy Keim, Lithium CMO. “It’s not enough to just show up on social channels. Smart brands are taking control of social customer engagement by figuring out how to tackle meaningful activities with their social customers - things like collecting feedback and new product ideas.”