The trust timeline: how fast (and how well) Australians expect brands to respond online
Our study with Askable found 72% of Australians expect a public response within 24 hours, and 86% lose trust in brands that take too long. Here's what that costs.
In an always-on, interconnected digital environment, consumers trust brands that keep up. The problem? Most aren't even close.
As social media continues to become a constant in our everyday lives, we're not just connected to each other, but to the thousands of brands and institutions that have established a presence in the digital space. In turn, brand conversations are no longer unfolding quietly behind the scenes; they happen publicly, in real time and seen by audiences across the country.
Here at Burrow, we understand the importance of brand reputation on social media. That's why we've conducted a study, with the help of Askable, on what builds or breaks audience trust on social media, and how this shapes consumer behaviour. Here's what we found.
Response time: expectation vs reality
With brand conversations happening 24/7, timely responses to negative social media commentary are key to safeguarding brand reputation. Of our surveyed participants, 72% stated they expect a public-facing response within at least 24 hours when a brand is negatively mentioned on social media, rising to 100% in times of major criticism or crisis. Yet in the eyes of consumers, more than half of brands are failing to meet that basic expectation.
When public criticism goes unchecked, mere minutes can turn into media stories.
In an era where a single comment can ignite a global conversation, slow response times aren't just an inconvenience; they're a liability. Brands need to have a game plan in times of crisis, and being prepared to face criticism on social media can mean all the difference when it comes to avoiding a PR nightmare.
Building or breaking brand trust
It's not just brand reputation that takes a hit from inadequate response times; failing to address emerging issues on social media can be highly detrimental to the trust between brand and consumer. An overwhelming 86% of survey participants admit that they lose trust with a brand that takes too long to respond to issues on social media. According to consumers, the top factor that shapes consumer trust when communicating with brands on social media is when brands apologise or acknowledge fault and take accountability. If a brand is silent or even evasive when confronted with issues, consumers interpret that as a red flag. A rapid response, on the other hand, communicates competence and care.
When a brand responds is important to maintaining consumer trust, but so is how they respond. Tone of voice is everything when it comes to addressing issues directly, and knowing what speaks to consumers is key to maintaining trust.
From our survey results, a calm, factual tone of voice and a sincere, empathetic tone of voice are consumers' most preferred methods of brand communication, with the latter selected by 58%. It's clear that consumers trust brands that take criticism seriously; it's not about being perfect, it's about being upfront and transparent when addressing your brand audience when issues inevitably arise.
Impacts on consumer behaviour
In an age where information is so readily available, consumers check a brand's online reputation long before they click "buy". According to our survey results, Australian consumers are most often turning to Google Reviews, Reddit and Facebook to gauge whether they should be purchasing from a particular brand. If a brand breaks consumer trust by failing to adequately respond to negative criticism on social media, they significantly weaken their standing when consumers are making this judgement.
In this way, reputational damage and lost consumer trust translates to a direct hit to revenue. This is clearly reflected in the way our survey participants responded, with more than 75% of consumers saying that they are less likely to purchase from a brand that fails to respond publicly to negative PR within 24 hours.
Brands that do, on the other hand, flip the script entirely, with 45% of respondents agreeing that they would be more inclined to purchase from a brand with a rapid crisis response. When market alternatives are now just a tap away, brands that are willing to respond quickly, consistently and thoughtfully are able to stand out in an instant.
Who's doing it right?
In summary, when brands are faced with criticism or crisis on social media, it is imperative to prepare a timely and genuine response to avoid compromising reputation, trust, and revenue. Sounds simple, right? What's concerning, however, is that when asked to name a brand that consistently handles social media criticism effectively, a majority of our respondents drew a blank. With such a low bar, there is a huge opportunity for brands to differentiate themselves. A brand that has action plans in place when issues arise is already miles ahead of the many brands right now that aren't keeping up.