This past weekend I ran Spartan Race, a three-mile obstacle run in Milwaukee, WI. While anxiously waiting for the race I was thinking more about going to my favorite Milwaukee restaurant, AJ Bombers. And, by favorite I mean they have the most incredible bloody marys known to man (and woman).
Sure, the race would be great – but, man, the reward of walking my tired feet onto the peanut shell laden floor and sit my exhausted body down at a table just waiting to be filled with burgers and bloody marys was going to make my Saturday complete.
Well, then this happened:
@whatjruthsaid uggh, sorry to hear that. Saturday and all, plus Bucks home opener. Hope to serve you soon.
— AJ Bombers (@AJBombers) November 2, 2013
— Chelsey Jo (@ChelseyJo) November 2, 2013
According to a recent article, consumers are expecting a response from a brand mention in one hour. That’s right, just one hour. 53 percent of consumers expect acknowledgement within an hour however, that number rises to 70 percent if the tweet is negative in nature.
And, they’re right.
I wanted AJ Bombers to know I was disappointed I couldn’t stay there. And, more than that I wanted them to acknowledge my disappointment.
Now, let’s just close our eyes and go to pretend land for a minute or two. Let’s say instead of tweeting about being bummed I couldn’t get to my bloody mary I was tweeting about not finding a vehicle when I stopped on the lot to look.
What might those tweets look like:
“Pretty bummed the dealership didn’t have the black Civic Si with black rims I saw on their website.”
On a basic level you have to ask yourself: Who is listening when someone mentions your dealership on social media?
Going further than that, you must ask yourself: Are we doing everything we possibly can to stay proactive so when we are reactive we are taken seriously?
Let’s look at the stats:
Tweet to a brand and expect response in…
Immediately – 14 %
5 minutes to 30 minutes – 19 %
Angry Tweet to a brand and expect response in…
Under one hour – 72% that’s up from 53% if the tweet is neutral in nature.
Unanswered Tweet to a brand…
An overwhelming 60% will take a negative action toward that brand.
At the end of the day I didn’t get my bloody mary from AJ Bombers, but I did discover a new place in Milwaukee and there’s nothing wrong with that. Right?
If they’re engaging with you via social media chances are they are on the move. What happens if you sent them a link with an alternative vehicle to look at? How does it look on their mobile device?