Study Reveals Companies Have Schizophrenic Approach to Social Media


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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?

Republished with author's permission from original post.

Alyson Stone
Alyson Stone is Content Director for Pipeliner CRM, a sales pipeline management tool built by salespeople for salespeople.


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