The customer conversation is happening


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When it comes to social media and loyalty, are you getting out onto the dance floor? Or, are you standing forelornly on the sidelines like a wallflower?

Whether or not you’re willing to get down and boogie in a real way on Facebook or Twitter, customer conversations are happening — with or without you. And I noticed a study that seems to show how an authentic and real company connection on social media networks can influence customer sentiment on those networks.

Serendio, a customer experience analytics firm, recently released its Q4 2010 BankInsight research report which showed online social media sentiment towards banks has turned positive. The study incorporated information pulled from over 300,000 conversations on Twitter, Facebook, product review websites, forums and blogs. The analysis covered topics including credit cards, mortgages, online banking, mobile banking, fees and customer service.

I thought it was noteworthy that the study showed that banks with their own Twitter channels seemed to fare better in the study than those that don’t. Can it be that an authentic, personalized company presence on a social network can influence brand loyalty if handled in the right way?


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