85% of FTSE 250 businesses fail to respond to customer enquiries sent via Twitter suggests new research published recently. What’s more, 64% of those who respond take longer than an hour to do so. This research offers findings that are contrary to the belief that social media is becoming the most relevant channel of communication between business and customer. The report elucidates that, perhaps as a result of this lack of connection between business and customer, only 10% of adults surveyed said that they would be willing to use social media as a way of filing a complaint. Telephone and email seem to remain the most popular platforms for such use with a respective 46% and 62% of adults saying that they prefer these mediums.
While a great many businesses have social media accounts in order to enhance public relations, this research makes clear that those accounts are often neglected or not properly utilised. The idea of using Twitter, Facebook or Google+ as a means of two-way communication doesn’t yet seem to be in the corporate psyche. Social media is popular thanks to its relevance, immediacy and ease of access; it should not be viewed as a static marketing tool by businesses. Customers will quickly learn that they can very publicly hold those they purchase from to account. Social media should present opportunities rather than problems, if harnessed properly, the potential to ameliorate public relations is almost limitless.
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