According to a Brandwatch study, key retail brands in the U.K. and U.S. markets are unable to listen to and respond to the audiences of Facebook Inc (NASDAQ:FB) and Twitter Inc (NYSE:TWTR), which are the biggest social media giants in the world. Retail brands are using the powerful social media platforms to maximize their sales and to improve their overall business, as well as to have a competitive advantage in the market. Knowing this, how can they just not listen to their audiences? A PRweek article discussed in detail the results of a research study conducted by Brandwatch on how these retail brands respond to their consumer comments; or not.
“These results suggest that brands are not adequately listening and responding to their audiences,” the Brandwatch study said.
The research showed that about 89% of customers’ comments are not answered on Facebook Inc (NASDAQ:FB), which studied the use of social media by 60 major retail brands. On an average day, customers post their comments nine times more than the retail brands.
In the case of Facebook, consumers and retailers have different patterns in the U.S. as when compared to the U.K. Each day on average, U.S. retailers post their comments more often, and U.K. retailers post more content on their walls. The majority of the posts by retailers consist of photos and videos, which the study also showed is a great marketing tool to create awareness and increase sales.
As far as Twitter Inc (NYSE:TWTR) is concerned, the study showed that only 4.9% of the consumer comments are replied to. Time of response was also an important concern in the research study. 11.2% of the brands responded within one hour. While Sears Holdings Corporation (NASDAQ:SHLD), Nordstrom, Inc. (NYSE:JWN), Best Buy Co Inc (NYSE:BBY), Ocado, and Macy’s, Inc. (NYSE:M) replied in 4 minutes.
“For a social platform that demands immediacy, it’s clear that brands still have room to improve both the speed and quality of their responses to direct questions on Twitter,” the Brandwatch study said.
Facebook Inc (NASDAQ:FB) and Twitter Inc (NYSE:TWTR) can be great marketing tools for any business, especially for retail brands, which can take many benefits from these two social media giants like getting new ideas from its current loyal consumers to make new products or to improve existing ones. New ideas and consumers’ feedback can be of great value to any business, which can take the business towards prosperity and provide a better place in the market as compared to its competitors. Retails brands should listen to their audience properly, regularly and should respond to them promptly in order to keep their customers loyal and happy with them for a constant better position of their business in the market.
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