Poor Social Media Practices Can Kill Businesses !! [Report]

Must Read

WhatsApp Might Lose 60 Million Indian Users Post Updated Policy Changes, New Survey Reveals!

The Facebook-owned instant messaging platform’s decision to update their privacy and terms of service brought about a...

Uber and Ola In Hot Water: India Authorities Launch Fresh Probe!

The Directorate General of Goods and Services Tax Intelligence (DGGI) sent a summons to Uber and Ola...

Trump Administration Has Landed Its Final Blow On Chinese Companies: Xiaomi Blacklisted!

In its recent move to safeguard national security, the United States’ Trump Administration has decided to go...

A new research on social media says that, businesses can no longer adopt a trial-and-error method on social media. The research finds that there is a connection between social media and business metrics such as consumers’ probability to purchase or interact with companies through leading social channels.

The study is consists of responses from more than 23,200 U.S. online consumers who have interacted with a company via the companies’ social media channel. The study was conducted across more than 100 U.S. brands in six industries: airline, auto, banking, credit card, telecom and utility, from November to December 2012.

The research also measures the overall consumer experience in terms of consumer engagement with companies through their social channels for needs of marketing and servicing. The study spotlights on social media engagement, marketing and servicing. Marketing engagements include connecting with consumers to build brand awareness and likeness, plus to promote coupons and deals. Servicing engagements include answering specific consumer questions or resolving problems.

Advertisements

The study sets up performance benchmarks and industry best practices that provide insights to companies to help them make the most of their social media efforts.

The report also highlights that, companies need to understand how their consumers use social media and then keeping that as a basis they need to develop a strategy to address their usage model.

Social Media Marketing

The study finds that engagement ability changes by age group in social marketing engagements. About 39% of consumers aged 30-49 years and 38% of respondents aged 50+ years interact with a company in a social marketing engagement perspective. But only 23% of consumers aged between 18 and 29 years interact with companies.

Consumers engagement with brands on social media vary by age (in percentage)

The study finds that the automobile industry is the only industry that performs well in both types of social media engagement.

Social Media Servicing

Companies that throw away discount coupons should not ignore customers who need the service and want the company’s help, adds Anderson.

Advertisements

On the contrary to social media engagement, 43% of consumers who are aged between 18 and 29 years use social media for servicing interactions, while 39% of consumers aged 30-49 years use social channels for servicing needs. Only 18% of consumers aged 50+ interact with a company through social networks for a servicing.

Social media  for servicing interactions with brands vary by age

The wireless industry is performing well in social servicing, and the utility industry in social marketing.

Satisfaction Rates:

87% (satisfaction scores of 951 and higher on a 1,000-point scale) indicate that the online social interaction with the company has increased the purchase probability from the company.

On the other hand, 10% (500 out of 1000) of the consumers who are less satisfied consumers show less probability to purchase from that brand/company.

The study unveils that some industries are more effective in applying best practices into social media engagement strategies than others.When looking across industries the only industry which performs well in both marketing and servicing social media interactions is known to be  “auto industry”. Other industries performing well are wireless in social servicing interactions and utility in social marketing interactions.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest News

Snapchat Spotlight: A New Way for Creators to Earn Money

Short-form video applications have increased overwhelmingly in popularity in recent times. The surge in this format of...

COVID-19 Unemployment Leading To Ageing Indian Workforce, CMIE Reports

The latest data shared by the CMIE aka Centre for Monitoring Indian Economy has highlighted a huge red flag.

The Slip-Ups Keep On Coming: WhatsApp Web Users’ Mobile Data Leaked On Google

As the developments have unfolded over the past week, the clock for WhatsApp seems to be ticking with every passing minute and...

Trump Administration Has Landed Its Final Blow On Chinese Companies: Xiaomi Blacklisted!

In its recent move to safeguard national security, the United States’ Trump Administration has decided to go after China’s second-biggest smartphone marker...

Huawei Is Gunning For Acquiring A Fifth Of Android’s Userbase With Its Own HarmonyOS!

After Google’s ban on Huawei in 2019, the Chinese-origin tech company is all set to roll out HarmonyOS later in 2021 as...

Battle Lines Are Drawn: Qualcomm’s Latest Acquisition to Challenge Apple, Intel

The quest to gain supremacy creates a butterfly effect for sure. With the challengers and the champion pulling out all stops to...

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter,...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one...

More Articles Like This