Do you need quicker response times on social media?

quicker response times on social mediaQuicker response times on social media can set you apart from other businesses and increase customer loyalty.

The big question is ‘how do you achieve quicker response times on social media?’ Well, fortunately, we have a few ideas…

Why having quicker response times on social media is important

You need quicker response times on social media because that’s what your customers want.

A recent survey showed 84% of consumers expect companies to respond within 24 hours. This isn’t too bad; 24 hours should be enough time. However, the same study found that 47% expect a response within an hour … this can obviously be harder to pull off!

In addition to this, consumers expect this service to be a round-the-clock affair. A whopping 57% expect the same response time at night and on weekends as during normal business hours. We can empathise with this – if you’re having trouble with your home broadband you’re unlikely to be able to sort it out while at work.

But, why do social media followers have such high expectations? Well, it comes with life in the digital age – people want what they want now, without waiting.

Currently, 29% of customers below the age of 34 contact suppliers via Facebook. That’s because they see it as a means of direct, more personal contact. As Gen Z comes on the scene this figure is only set to increase, so you’d better get prepared.

Businesses aren’t meeting expectations on social media

Sadly, lots of businesses are falling flat when it comes to quick response times. Eptica identified the average response times for two of the main channels:

  • Facebook: one day, three hours and forty-seven minutes
  • Twitter: one day, seven hours and twelve minutes

Don’t let your business fall into this trap. Especially when quicker response times on social media can really boost your brand by:

  • Vastly improving customer experience
  • Inspiring trust, loyalty and proving you’re reliable
  • Increasing brand awareness and credibility by demonstrating availability in a public forum
  • Helping you stand out against your competitors – even big businesses, as they can have more red tape to get through before posting. You can cut through that and get in ahead of them!

With all this in mind, can you really afford not to improve your social media response times?

How to achieve quicker response times on social media

So, you need to aim to handle all enquiries within an hour and have the capacity to handle more as time goes on. Here are some tips on how to do this!

1. Have a process

Firstly, identify who’s in charge of social media. Is it just one person, or do you want to assign the responsibility in shifts? If the latter, you need to work out a quick way of allocating enquiries and highlight the importance of quick response times to your whole team.

Next, outline precisely what the steps are when an enquiry comes in. Create templates for common problems your customers might face, and a good tone-of-voice guide for all your communications.

This will help you humanise your brand and seem more empathetic. A sound process will also prevent any duplication of work, or customers falling through the cracks. Use notifications from social media apps and email to stay on top of things.

2. Look out for problems before they arise

If there’s a problem with your product, or there’s going to be downtime, use social media to let customers know in advance.

Post all the relevant information you have on the issue, and draft some likely responses in advance in case of queries. This will help prevent angry calls or emails to customer services.

Use a social media listening platform to find out who’s talking about you online. This proactive approach can help you nip problems in the bud!

3. Focus on the right channels

It’s no good waiting for people to comment on Instagram if your customers are all on Twitter. You should keep an eye on all your channels, but Twitter and Facebook are the top-dogs when it comes to contacting brands directly. Focus most of your attention on them!

So, that’s it! A quick round-up of how to achieve quicker response times on social media, and a few reasons why it will help your business. Start making those changes today!

If you need help achieving quicker response times on social media, get in touch with the team at NS Design.

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