Study: 72% Of Consumers Expect Brands To Respond Within An Hour To Complaints Posted On Twitter

lithium logo 2013A new study from social software provider Lithium reveals 53 percent of consumers expect a brand to respond to a tweet within an hour. That number jumps to 72 percent of consumers expecting a response if the tweet is a complaint about the brand or its products.

Lithium commissioned Millward Brown Digital to conduct the study evaluating consumer expectations when interacting with brands on Twitter. Surveying 501 respondents who claimed they actively engaged with businesses on Twitter, the study found a brand’s response time to tweets can significantly impact the brand’s overall reputation.

When asked how quickly a response is expected from a brand on Twitter, 65 percent of the survey participants said they want a response in two hours time or less, with 20 percent expecting a response in 30 minutes or less.  Lithium Twitter Report Response Time

The reason behind a tweet can impact the expected response time from the brand, with 72 percent of survey participants claiming they expect a brand to respond to a complaint on Twitter within an hour.

Lithium Twitter Report Reason For Tweet

According to the findings, 38 percent of respondents said they felt more negative about a brand if the brand did not respond to a tweet in a timely manner, and 60 percent claimed they were more likely to take a negative action toward brands that did not respond to tweets in an acceptable time period.

Lithium Twitter Report Twitter Responses

The study found brands that respond to tweets in a timely manner garner more favorable reactions from consumers, with 47 percent of respondents more likely to recommend the brand through social media and 34 percent likely to buy more products from the brand. Lithium Twitter Report Brands That Respond

Related Topics: Channel: Social Media Marketing | Features & Analysis | Statistics: Online Behavior | Statistics: Social Media | Twitter


About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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  • Pat Grady

    Follow-up study… those consumers with the highest expectations, in their own jobs, how fast is their follow-up, on Saturday at 7pm? (saying that surveying people like this, is silly. next up, survey question: do you like to get a good deal and save money? yes/no)

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