CorpComms Magazine

Stores are calling on social media to engage with their customers, but when customers use the platforms to complain they often get ignored, according to a recent survey by social media management system Conversocial.

The report found that queries or complaints are mostly dealt with offline, and out of sight of the public viewing pages. The problem with this approach is that it does not publicly demonstrate when a grievance has been resolved.

The survey authors claim that the retailers who are doing well are the ones that keep as much of the discussion as possible on the public pages.

Ten retailers were judged based on their response time to queries. Next came out on top with an average response time of less than an hour. Amazon scored poorly for being unresponsive to complaints while continuing to post its own marketing messages. Other retailers included Asos.com, Ann Summers, Marks & Spencers, New Look, JD Sports, Topshop, River Island and French Connection.

The report advises: 'If you don't want a two-way conversation, you shouldn't be on Facebook.

Conversocial advises that retailers should never fail to respond to a query, and should monitor their page throughout the day. It also advises that the responses a retailer gives should have personality.

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