A new social media study released by Market Force Information suggests that companies are more influential on social media channels like Facebook and Twitter than many think. The study found that 81% of U.S. consumers are influenced by their friends’ social media posts, while a comparable 78% reported being influenced by posts from businesses. One of the significant takeaways from this research is that companies participating in social media may have a large role in influencing purchase decisions.
While consumers seem to be paying attention to businesses on social media, many businesses are missing the boat when it comes to engaging with their customers on the same online channels. Yes, many probably don’t have the staffing needed to monitor and respond to all of the commentary effectively. But, for a number of others, it’s more about the fear of wading into a negative soup of commentary.
The good news, according to Market Force’s survey of 12,000 U.S. and UK consumers, is that just 10% reported posting something negative about a business on a social media site, primarily to Facebook. It was highest for restaurants – most likely because consumers spend a lot of time there. It declines from there when you look at retail, airline/hospitality and financial services. And the positives seem to far outweigh the negatives.
Percent Who Posted Negative or Positive Comments Online
Great. So the percentages are lower than most thought. But any negative commentary is not good. How can you turn it around so it doesn’t take off and create an unwelcome wildfire?
Market Force recommends a three-step process:
- Monitor for positive and negative posts, and escalate those that are appropriate for a response
- If the post is negative, invite the person offline to give you more details so you can help solve the problem
- If the post is positive, either invite the person to fill out survey or give them a simple, “glad you liked it.”
http://www.sociableblog.com/
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