Social Complaints on the Rise

Posted on by Patricia Odell

Social listening plays a huge role in data collection for brands, which can then be converted to successful marketing. But if brands aren’t managing customer complaints, that hard work could all be for naught. Here’s some troubling statistics: 26.1% of brands’ reputations have been tarnished as a result of negative social media posts; 15.2% lost customers and 11.4% lost revenue, according to a recent survey conducted by the Social Media Marketing University.

social listeningSome 58.2% of brands receive those customer complaints via social media “occasionally,” 10.9% “somewhat often” and 4.9% “very often.” Even worse, 26.1% of brands’ reputations have been tarnished because of negative social media posts; 15.2% lost customers and 11.4% lost revenue.

The problem? More than 50% of brands don’t have a strategy in place to manage this growing problem, while 24.5% say they are in the process of developing one and the 7.6% that do have one in place say it is ineffective.

“So many brands are buying into the ‘friending equals spending’ mentality,” says John Souza, founder of Social Media Marketing University. “They want the benefits of social media but aren’t truly aware of the investment of effort that’s required to see a return. As a result, this lack of effort rarely produces desired results and can lead to alienation of customers, fans and followers. It can even escalate to a backlash of negativity.”

Customers expect a response to a complaint posted on a brand’s social media account within one hour. The survey found that only 17.6% of brands strive to meet this expectation. Most brands (52.2%) respond within 24 hours. An alarming 21.4% rarely or never respond to customer complaints in social media.

These findings illustrate a widening gap between customer expectations in social media and a brand’s social practice, the survey said.

RELATED ARTICLES:

5 Ways to Improve Social Listening

5 Things CMO Should Think About Before Committing to Social Media Tools

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM