Just seven negative tweets can ruin a brand’s reputation
14 December 2012
One in eight (12%) consumers in the UK have stopped using or buying a brand due to negative comments on social media, according to research from SAP UK & Ireland.
The survey of 1,000 UK online shoppers highlighted the need for brands to engage with customers online. Twenty-two percent of consumers have bought from a specific brand or retailer based on a recommendation they have seen on a social network.
Despite 58% of consumers expressing concerns over gifts arriving in time, 32% plan to do at least three quarters of their shopping online this year.
Forty-five percent of respondents are able to recall a negative social media post about a brand within the last six months. Furthermore, seven negative social media comments can make consumers think worse about a brand and just one more will result in them thinking twice about buying from the brand.
However, four in ten consumers would feel more valued as a customer if a brand responded to a negative social media post in a timely fashion and 22% would share news of a brand’s responsiveness with their online followers.
“Simply having a presence and being seen to be responding is not nearly enough to appease today’s consumers,” says SAP Cloud EMEA solution advisor Roland van Breukelen. “It’s equally as important – if not more so – to be providing specific and relevant information to the customer, tailoring responses to their specific comment or issue. Without doing so brands are evidently at risk of losing custom and damaging brand reputation.”
“Not responding to a negative social media post is just as bad as not answering the phone; in fact it is worse because it is visible to everyone including your competitive brands,” he adds.
Jenni Baker, London