The majority of those responding to a recent survey by J.D. Power & Associates say they don’t mind brands listening in on the social media conversations being had about those brands.
The study found that most of those between 45 and 54 were aware brands were monitoring what was being said, while many young people 18 to 20, about 40% of respondents, weren’t hip to that fact. More than that most of those who knew this was going on were also completely cool with this happening.
Where it gets interesting is in the number of people who feel such monitoring is invasive. That means, tactically, that any engagement based on what’s being said is going to be seen as unwelcome at best and creepy at worst. The eMarketer story rightly points out that the best advice is often to not respond or engage unless there’s an overt call to do so. If someone wants to get a brand’s attention it looks very different than someone who’s just sharing an idle opinion. But, of course, this goes against the thinking prescribed by those who feel engagement rates of less than 100% are completely unacceptable, despite that never being all that realistic.
On a related note, a SimplyMeasured study found that 30% of companies in the Interbrand 100 have Twitter profiles specifically dedicated for customer service purposes. In such cases, where people have a much different expectation of what sort of listening and interaction is likely, the response rates by the brands are much closer to that 100% mark. But again, that’s a whole different type of program that has it’s own goals.