Companies Should Communicate Via Social Media
Got social? You’d better, according to new research conducted by an assistant professor of communications at New York University on behalf of customer-relationship manager Conversocial.
Among social media users, a slight majority -- 50.7% -- now report using related services to communicate with corporations, the study of some 500 consumers found.
With the average age of 38, 78% of respondents agreed that either social media platforms would soon replace other means of customer service altogether, or become the dominant way for consumers to communicate with corporations.
The nationwide study was conducted during the last two weeks of November by Liel Leibovitz, an assistant professor of communications at NYU.
“While social media sites are a growing frontier of consumer-corporate interaction, most respondents reported inadequate response times, unanswered queries and unmet expectations,” according to Leibovitz. “Most respondents were also adamant that such behavior would have some or much effect on their future decision to do business with offending corporations.”
Focused on consumers’ sentiments and expectations concerning interactions with companies via social media platforms, the study found that 45% of respondents would feel “angry” if ignored by companies on a particular social media platform.
Even more alarming, nearly 1 in 3 respondents said they would stop doing business with the offending company altogether.
Moreover, if confronted with unanswered customer complaints on a company’s social media site, 88.3% of respondents said they’d be either somewhat less likely or far less likely to buy from that brand.
Also of note, nearly one-third of respondents -- 32.4% -- characterized their overall satisfaction with the way companies use social media sites to communicate with customers as either poor or very poor, while 59.6% expressed guarded optimism for future positive developments in the field. Only 8% were thoroughly satisfied.
Recent Online Media Daily Articles
-
Coca-Cola Loses Bid To Dismiss Text-Spam Case May 24, 5:41 p.m.
Consumers can proceed with a lawsuit against Coca-Cola for allegedly sending them unwanted SMS messages, a ... -
Disaster Ready: Google Maps Model Quickly Adjusts To Events May 24, 5:29 p.m.
The four-lane bridge in Washington state that partially collapsed Thursday into the Skagit River was removed ... -
Pandora Beats Rev Estimates, Adds Subscribers May 24, 5:01 p.m.
Online radio service Pandora on Thursday reported that revenue rose 55% in the first quarter to $126 ... -
Real-Time Web Turns Consumers Into Impulse Buyers May 24, 4:37 p.m.
Video, mobile, social, and better search capabilities continue to make it easy for consumers to buy ... -
Mugnier Shares M&C Saatchi's Mobile Approach May 24, 4:32 p.m.
M&C Saatchi Mobile was formed three years ago through the acquisition of mobile marketing agency Inside ... -
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ...
Be the first to comment on "Companies Should Communicate Via Social Media"
Leave a Comment