A report from Conversocial found that social media marketing campaigns should focus on responding to user feedback to improve purchase intent and overall satisfaction.

Missing a message or two from fans and followers will hardly kill a business using social media marketing. However, a study from Conversocial found that nearly half of social users are less likely to do business with brands that ignore them on social platforms.

More than 49 percent of respondents would essentially never consider a brand again if their questions or feedback went unanswered on Facebook, Twitter or any other social platform. Another 38.8 percent said they would be less likely to buy from the company again, acknowledging there are other factors that play into their decisions. Just 11.7 percent said lack of social responses from a brand wouldn’t matter at all, and it’s likely that fewer consumers will feel this way as social becomes a more critical element of the purchasing process.

Conversocial also studied the reasons consumers and B2B buyers follow businesses on social networks. More than 35 percent said responses to feedback are “very important,” while 31.1 percent use Facebook or Twitter to speak directly to someone at the company. Improving a business’ accessibility and personality have been major benefits of social media marketing. Other important elements of social media marketing include news about discounts and promotions, as well as access to informative content consumers and B2B buyers wouldn’t see otherwise, Conversocial found. More than 27 percent of respondents said they use social to learn of exclusive offers. Moreover, 25 percent said they turn to social media to locate content they may not find elsewhere.

It seems consumers crave social interaction with brands, and Brafton reported last week that businesses using social media marketing have the chance to influence their target audiences more than ever. A report from BzzAgent found that the channel can greatly improve the likelihood a prospect converts. The study suggests that social improves purchase intent by more than 30 percent.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.