Study Reveals Companies Have Schizophrenic Approach to Social Media

Despite the Growing Presence of Social Media for Customer Conversations, Few Organizations Mine the Social Media Channel to Improve Customer Satisfaction

The link above is to a press release about a new study released by MarketTools, Inc., who interviewed 331 executives at companies with annual revenue greater than $10 million. Completed surveys showed the following results:

49% of companies have a presence on Facebook, but only 1/4 of companies provide customer service via Facebook
24% have Twitter presence, but only 12% provide service on Twitter
95% of respondents said customer satisfaction is very to extremely important but only 1/3 have formal Voice of the Customer programs in place to collect and analyze customer feedback
The companies that do have Voice of the Customer programs, only 1/2 of them get regular feedback
33% said social media as a channel is rising in their organization, but only 68% overall have active presence in social media
only 1/4 said that their CEO regularly participates in social media on behalf of the company

What does this signify? What do you think is causing such a disconnect between well-understood best practices and actual behavior?

Darleen Witmer

As far as doing support - it is one thing to be there, but actually is difficult to do support in 140 character space or public. Many do catch incoming that way, and then DM or private message how to contact.
Other I too have noticed majority of presence seems to be robot, as don’t get answers at all.
It shall evolve I hope. With tools like Assistly it would be easier, and Support tools that work within Facebook tab..

http://blog.assistly.com Alyson Button Stone

Just read a great article about the concept of using Twitter to welcome complaints in order to provide transparency to the PROCESS of complaining, not just the resolution. The thinking is that this would head off the “I’ll use Twitter to be the squeaky wheel” technique, and allow the public to see the folks who are trying to game the system so they will be able to make their own judgments about the company response. Here’s the link: http://bit.ly/ttkJdU

Study Reveals Companies Have Schizophrenic Approach to Social Media

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