People expect brands to respond to their inquiries and/or complaint within the first 4 hours. Meanwhile, by global standards, the average time of response for most brands is about 10 hours. You can see the gap there, right? Now, imagine that the complaint that a particular brand receives is from someone very influential on social media, and in a very public platform like their Twitter timeline or Instagram posts, and within the 6 hour gap there could be a lot of more negative posts and responses from others, adding up to this one single complaint. This can blow up into a disaster very quickly. Don’t let that happen!
it’s important to go back to the roots of social media to focus on the sociological and psychological aspects of social media, because these aspects are the ones that will help us improve our brand’s social media activity. Within these social aspects is the where the dialogue or conversations lies. These conversations are what you have to focus on, that’s where Sonar Discovery comes in.