: Social media interactions between brands and consumers used to primarily consist of short scripted replies to public comments, but times have changed. We found that 97% of brand-to-consumer communication on Twitter is now one-to-one personal conversations. To effectively connect with audiences on social, brands must find an authentic and approachable voice that encourages consumers to start organic conversations. Responses must be timely, personal, and consistent with the company’s voice to ensure customers don’t feel like they’re getting replies from a script.
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