A survey carried out by Scup.Ideias showed the impact Brazilian companies experienced from social media, the study was based on Facebook and Twitter. The survey showed the use of social networks to reduce complaints filed with PROCON, as well as to maintain an image of companies’ commitment to consumers, based on their response time through social networks, which, believe me, is surprising, but disappointing.
Companies’ average response time is three hours, with 91% of the companies surveyed seeking to respond immediately when questioned by consumers, but when it comes to solving the problem they’re not so effective, and thus don’t meet expectations for their service.
This approach leads consumers to interpret the almost immediate response they received differently, as merely avoiding tarnishing a company’s brand on social networks.
Since the problem wasn’t solved and caused dissatisfaction, it will return to the media and consequently cause a drop in the brand’s credibility, as well as a loss of customers.
In December 2012 the response time within twenty-four hours jumped to 114% of the 225 thousand companies surveyed, believed to be because it was the Christmas period, when sales are high.
This way social networks play a fundamental role in the quality of brands’ relationships with consumers and especially in these companies’ image in the media.
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