BERKELEY HEIGHTS, N.J.--(BUSINESS WIRE)--A majority of consumers react positively when companies respond to postings on social media sites, further emphasizing the value of using the platform to engage consumers in a dialogue as a means to building a company’s image, reputation and brand.
That’s one of the key findings in The Social Media Benchmarking Composite Report, a study conducted by The Center for Client Retention/ENTREVISTA (TCFCR.) Twenty-two companies (a combination of Fortune 500 and Fortune 100 companies) provided information on their social media policies to see how it compared with their consumers’ expectations and behaviors. The study included feedback from 27,000 consumers about their use and impressions of social media platforms.
The study found 55% of consumers felt positively when companies responded to a social media posting, with only 5% reacting negatively and 40% remaining neutral. “This is a significant finding for the 22 companies and reinforces the value of monitoring social media sites,” adds Richard Shapiro, CEO, TCFCR. “However, it’s critical for companies to be aware of the fine line between using social media to connect with customers versus being in a constant selling mode.”
“The data collected from this study offers insight and in-depth knowledge on how brands are connecting and communicating with their consumers, and will assist them in defining, redefining and building their social media platforms,” notes Shapiro.