We’ve done several posts on consumer’s social media activities and why they like or follow brands. A new study is out that looks at what businesses are doing with social media, looking in particular at their social media use in tracking customer feedback.
• Just over one in five B2B
based organizations only track feedback
with social media
• Only 27% of B2B companies track and follow up with customers over social networks, while over half of
B2C companies track and follow up
• Nearly half of B2B companies do not even track social media comments about them
• Over 28% of all companies do not monitor consumer feedback across social networks
What Does This Mean To You
How is your organization using social media?
Do you track what people say about you?
Do you follow up on their comments?
Monitoring what is said about you can help you build loyalty and create engagement. It’s not just about fixing problems; it’s also about thanking them for positive comments. This shows consumers you are responsive to their needs and appreciate their opinions. The companies that do nothing with social feedback about them are at best missing a golden opportunity to generate a customer connection. The ones that are ignoring problems are delivering gift wrapped customers to their competitors. For more information on Social media maintenance and reputation management, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager
Source: eMarketer; Satmetrix