Apparently most companies are not effectively and efficiently responding to Social Media that is directed at their company.
According to a Cone Business in Social Media study, 93 percent of social media users believe a company should have a presence in social media, while an overwhelming 85 percent believe a company should not only be present but also interact with its consumers via social media. In fact, 56 percent of users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment.
When asked specific types of interactions, Americans who use social media believe:
•Companies should use social networks to solve my problems (43%)
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•Companies should solicit feedback on their products and services (41%)
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•Companies should develop new ways for consumers to interact with their brand (37%)
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•Companies should market to consumers (25%)
But according to research by Maritz Research, 71% of Twitter users have not received a reply to their complaints posted on Twitter. 86% say they would love to hear from the company.
Why are companies not responding to social media or not doing a good job of it? What is the best way to effectively manage social media response?
Many marketers are looking at social media for only lead generation, branding and awareness campaigns. But missing the boat when it comes to customer service issues involving social media will most certainly influence lead generation and branding.
Social media response management (SMRM) is the topic of the BMA luncheon event on October 20th. Anyone involved with social media, marketing, and customer service should attend.
