If you work in social media, you know that posting regularly isn't enough anymore. Engagement is paramount to defining success and meaningful relationships with your customers. You need to strive to build a seamless amazing customer experience on social media.
So, how much do social media comments matter? The short answer is a lot. But quantifying that impact can be a little harder to do. If you need help convincing your team that your brand needs to take action to manage comments on social media, you came to the right place. Arm yourself with 45 powerful stats to prove how social media comments impact revenue and reputation!
1.
Hiding harmful comments on social media and alerting when there’s an urgent issue on ads and organic can help increase conversions up to +34%.
(BrandBastion Case Study)
2.
48% say it’s a brand’s own fault if its advertising appears next to hate speech, violent or sexually inappropriate comments.
(EdelmanTrust Barometer)
3.
47% believe that points of view that appear near a brand’s advertising and marketing are an indication of that brand’s values.
(EdelmanTrust Barometer)
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6.
57% of people say that an ad appearing alongside offensive content negatively impacts the way consumers view the advertiser.
(AdColony)
7.
Using 24/7 Alerts to identify unsuitable ad creatives that are not resonating with the audience, can improve positive sentiment by +250%
(BrandBastion Case Study)
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10.
65% of people will not buy from a brand because it stayed silent on an issue it had an obligation to address.
(Edelman Earned Brand)
11.
87% of executives rate managing reputation risk as more important than other strategic risks.
(Deloitte)
12.
59% of marketers say that reinforcing customer trust’ is marketers’ biggest challenge when it comes to how they use data.
(Data & Marketing Association)
While defining your brand safety/suitability plan, be ultra-aware of what content is surrounding your ads. Remember that the comment section on social is adjacent to your ads, having as much - if not more - impact as the ad placement. Be sure to remove hate speech, brand attacks, spam, competitor promotions, and other harmful comments that threaten your brand safety and suitability.
Extra tip: Learn more about BrandBastion Safety and how it keeps your brand safe and suitable on social 24/7
15.
86% of people will hesitate to purchase from a business that has negative online reviews.
(Vendasta)
16.
Americans are more likely to post about good experiences (53%) than poor experiences (35%) on social media.
(American Express)
17.
66% of people trust consumer opinions posted online—the third-most-trusted format.
(Nielsen Global Trust in Advertising Survey)
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20.
Negative reviews stop 40% of buyers from wanting to use a business.
(BrightLocal)
21.
Four out of five people state that they have received advice via social media regarding what product or service to purchase.
(Pew Research)
THE BOTTOM LINE
Keeping close tabs on user reviews is essential. You should monitor user feedback and actively engage with these types of conversations to build trust.
Extra tip: Learn more about BrandBastion Care and how we reply to customer comments on your behalf 24/7
23.
88% of consumers are influenced by online customer service reviews when making a buying decision.
(Dimensional Research)
24.
63% of Millennials begin their customer service interactions online.
(Microsoft)
25.
One in two millennials has complained about a brand on social media.
(Microsoft)
27.
57% of customers would rather contact companies via digital media such as email or social media rather than use voice-based customer support.
(Ameyo)
28.
48% of consumers expect a response to social media questions and complaints within 24 hours.
(Statista)
29.
Feeling unappreciated is the #1 reason customers switch away from products and services.
(Newvoicemedia.com)
THE BOTTOM LINE
If you’re not prioritizing Customer Service on social media, you may be losing conversions. You should always respond publicly to customer complaints, in order to build trust and strengthen positive brand perception. You can then move the conversation to the private domain to address personal issues.
Extra tip: Learn more about BrandBastion Care and how we can help you provide top-notch customer service by responding to customer complaints on your behalf and speeding up the process.
31.
The average response rate for brands (comments issued by the brand out of total user comments) is only 7%
(BrandBastion Benchmarks)
32.
89% of consumers read businesses' responses to reviews.
(BrightLocal)
34.
Actively responding to Customer Complaints, FAQs, Fan Community, and Product Interest comments on social media ads and organic posts can help increase ROAS by +56%
(BrandBastion Case Study)
35.
44% of people think that brand conversations (what a brand says in direct communication over email, direct messaging, or in response to a comment posted) are more persuasive than what a brand says in its advertising materials.
(Edelman. Trust Barometer)
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37.
31% of customers report reaching out to a company via Twitter
(Forrester)
38.
Replying to comments indicating purchase intent can lead to an 11% Conversion Rate.
(BrandBastion Case Study)
39.
Replying to social media comments can lower the Cost Per Action by 26%.
(BrandBastion Case Study)
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THE BOTTOM LINE
Replying to FAQs and Product Interest comments can increase your ad performance. Comments can indicate whether followers are in the awareness, consideration, or decision stage. Brands that deliver appropriate responses and CTAs to comments based on the user journey end up recording more conversions from their social media ads.
Extra tip: Learn more about BrandBastion Care and how we can help you catch conversions opportunities
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43.
Half of the worldwide marketers have turned to social listening to understand consumers’ changing preferences during the pandemic.
(eMarketer)
44.
63% of social media marketers believe listening will become more important over the upcoming year. (SocialMediaToday)
THE BOTTOM LINE
You can mine valuable customer feedback on the product, and understand brand perception from the comments on your posts. Pay attention to qualitative and quantitative metrics. Engagement volumes are important but so it's tone and sentiment.
Extra tip: Start monitoring conversations for free and discover conversation trends, understand brand sentiment, respond immediately to your audience, and accelerate performance.
