Traditionally, complaints were handled through call centres and through letters sent through the mail. However, today, people are far more likely to take to social media when their query has not been resolved adequately.
Recent research conducted by a communications agency has discovered that Twitter is fast becoming the go to platform when making a complaint about consumer companies.
The Fishburn Hedges and Echo Research poll asked 2,000 adult consumers in the UK how they communicated with big companies, with 36% saying they have used social media platforms.
The April 2012 poll also showed that a significant 65% felt that it was the best way to get in touch with companies.
The majority of those likely to use such channels are in the 10 – 24 demographic but, the research also showed that 27% of those aged over 55 use social media to engage with companies.
The majority of communications regarded complaints and queries, so anyone working in digital media needs to ensure that such comments are responded to – politely, promptly and professionally.
For this reason, many companies are using dedicated departments to resolve the complaint, but leaving the art of creating a response to an SEO professional. With all comments being in the public domain, being seen to resolve the issue is just as important as resolving the issue in the first place.
Though Twitter is presently the preferred method of complaint, Facebook and Google+ are also important to customer engagement.
With new channels likely to come and go too, staying in control of social strategy is increasingly a key part of modern business.