In today’s world, where consumers demand instant delivery gratification, and feedback, social media is a preferred communication channel.

According to new research, an increasing number of consumers are turning to social media first to voice complaints, have complicated situations resolved, and even in the case of a crisis.

Echo Managed Services surveyed 1000 UK adults to find that when compared to other contact channels including phone, face to face, email and web chat, 1 in 5 people (18%) use social media as first preference to voice a complaint.

Additionally, nearly 1 in 5 (18%) people turn to social media before any other channel when a complicated problem arises and perhaps surprisingly, 14% turn to it first in a crisis – when a flight is cancelled etc.

Social media would also be first preference for 13% of respondents who would use the channel to request information, and a further 14% to make a booking. The research also revealed that almost 1 in 3 (29%) consumers would move their custom elsewhere if they encountered poor service.

Managing corporate social media accounts

Commenting on the findings Chris Cullen, Head of Sales and Marketing at Echo Managed Services, said: “The findings of our research clearly demonstrate a consumer willingness to use social media in a variety of situations – perhaps most notably in complicated ones or when making a complaint. As issues raised through the channel can be unpredictable and played out in front of a potentially enormous public audience, it raises challenges in terms of who within an organisation manages social media.”

Ultimately, not prioritising social media as much as other communication channels is risky business for organisations, warns Cullen, and can potentially lead to reputational damage, and lost customers – especially considering the nature of enquiries coming through this channel.

The full list of rankings and report can be found here.

Edited from press release by Cecilia Rehn.