2010
Entrepreneurs use social media for branding more than customer service
While many businesses of understand social networks are valuable for connecting with consumers and marketing products, a recent report from Alterian suggests that most firms underestimate the platform with respect to its customer service potential.
According to the survey, which polled senior-level marketing executives, only 1.2 percent of companies use social media for customer service. The majority of social media marketing efforts concentrate on driving brand awareness and acquiring and retaining customers.
“It’s surprising that brands are reporting that they don’t highly value deploying customer service in the social media channel,” said David Eldridge, CEO of Alterian.”Many are under utilizing this approach, as all brands need to be prepared to handle their customers’ complaints and act on them.”
While companies don’t often use social media for customer service, 61 percent said engaging consumers with their brands through multiple channels is crucial.
With the number of consumers registered to social networks growing, it may be wise to consider adopting a strategy for brand management on social media. A recent study from Invoke showed that consumers use social platforms to voice their opinions – both positive and negative – through social media.
