Customer Relationships and Social Media: How tied are they really?
There’s no question that companies and brands can create relationships with customers in social media. But it doesn’t happen all that often.
What do we mean by this? Consider why people use social media to post about companies and brands. Recent findings from Maritz Research reveal that the motivations aren’t always positive:
- To share and give credit: ~24% use social media for this purpose
- To vent feelings to friends and/or family: ~24%
- As a last resort: ~14%
- To get an immediate company response: ~8%
And what do people want when posting brand or company complaints on social media?
- An apology: ~74%
- A coupon offer or voucher: ~39%
- An acknowledgment: ~34%
- Financial compensation: ~29%
There’s precious little here that smacks of “close customer relationships.” Unfortunately, in social media we see nearly as much brand identity tied to various negative keyword terms – including four-letter words. (Try that experiment on Twitter and you’ll see what we’re talking about.)