A new study has revealed that the majority of consumers react positively when companies respond to postings on social media sites. The response indicates the value of social media as a new way to engage people and build your company’s image, reputation and brand.
The study found 55% of consumers felt positively when companies responded to a social media posting, with only 5 percent reacting negatively and 40 percent remaining neutral.
The study included feedback from 27,000 consumers about their use and impressions of social media whilst 22 companies provided information on their social media policies to see how it compared.
Whilst the results reinforce the value of monitoring social media sites, companies should also be aware of the fine line between using social media to connect with customers and constantly selling to them.
Other highlights of the survey included:
• 60% of consumers engage in social media sites (62% women, 57% men).
• The percentages by age closely mirrored the general population with 35 year olds and younger using social media 80% of the time or more and 36 to 50 year olds using it an average of 60% of the time. Of those consumers in their 70's and 80's, 21% are visiting social media sites.
• Slightly more than 85% consumers utilise on Facebook, where all the participating companies have a presence, 38% on YouTube, 19% on MySpace, and almost 13% on Twitter.
• One in ten consumers who did contact consumer affairs departments from the 22 companies polled posted dialogue to a social media site. 58% percent of the women posted a positive comment, compared to 49% for men. 35% of the males posted a negative comment versus 26% of women.
