New research has found half of firms listen to what consumers say about their brand on social network sites, with most answering customers’ queries.
InSites Consulting surveyed over 1,200 companies worldwide and found 71% of companies indicate to always dealing with questions or complaints sent to them via social media.
Steven Van Belleghem, partner at InSites Consulting, said: “Social media make conversations between consumers very transparent. It is the first time that a company can quite easily discover what people are saying about its products and services. An increasingly growing group is strongly interested (with good reason) in this real-time feedback from the market.”
The surveyed also showed the importance brands give to having a social media presence with 61% of British companies claiming to use Facebook, 44% use Twitter, 30% are on LinkedIn and 23% use YouTube.
However, only 10% of companies are integrating their social media approach into their overall corporate strategy, said the report, whilst nearly half are currently experimenting or taking their first steps on the social web.
A third of British companies admitted to not doing anything on social media.
Van Belleghem added: “A huge number of companies feel the external pressure to be present on social media. Unfortunately this only too frequently results in corporate pages where nothing is really happening. So they create enthusiasm in their customers which in the end turns into disappointment.”