With social media gaining popularity at a rapid pace, a new survey from Clutch, a leading B2B ratings and reviews company, divulges some interesting facts about enterprise brands’ customer engagement activities on social media.

According to the survey that included 532 respondents in the U.S. who use social media at least once per week, millennial expect faster responses than older generations from the brands. Customers nowadays are turning to social media to post comments about companies, and around 83 percent of the people expect the company to respond within 24 hours.

Being able to show the way that your business responds in a crisis is actually helpful, because customers get reassurance that if something goes wrong, your business will take care of them,

Even though consumers expect businesses to keep up in an age of instant communication with a quick response, they don’t necessarily expect an immediate fix. Matt Kovacs, President, Blaze PR, states, “I see [social media] as a way where brands can speak directly to their consumers. That's where people expect the world to rotate”.

Also, nearly half of the people (45 percent) surveyed say that they’d view a brand more positively if it responds to the negative criticism on social media. “Being able to show the way that your business responds in a crisis is actually helpful, because customers get reassurance that if something goes wrong, your business will take care of them," comments, Melina Palmer, Founder, The Brainy Business.

In the modern era, social media empowers both consumers and businesses, and businesses that use social media as part of their PR strategy can humanize the brand by seamlessly engaging with consumers. Sameer Somal, Co-Founder, Blue Ocean Global Technology, says, “There's certainly an empowerment to the consumer to share feedback and express themselves when they're unhappy. But a business is also empowered with the same platform and the same opportunities”.