We expect “Twitter triage” to be a big part of job descriptions for the years* to come, and thought so even before reading this new study from Maritz Research.

EMarketer reports that the study found that half of the consumers who tweeted a company with a complaint expected the company to respond, but only a third actually received a response. The older the consumer, the more likely they were to expect a response.

Not only that, but more than four in five of those surveyed would have liked to have heard back.

And since responding to customer complaints on a public forum like Twitter can increase positive branding and thus be thought of as a marketing function, expect Twitter to be a big part of your workload going forward.


*Or at least months, which are each 10 years in Internet time