Majority of Social Media Complaints Falling on Deaf Ears

By Beecher Tuttle May 22, 2012

Social media sites like Twitter and Facebook are commonly utilized by consumers to "talk" to companies, but that doesn't mean that anyone is listening.

Two recent U.K. studies paint an interesting picture of frequent social media hiccups that may be harming the reputation of companies that haven't yet fine-tuned their strategies.

Tech Radar reports on a new Fishburn Hedges and Echo Research study, which found that 36 percent of U.K. consumers converse with companies over social media, up nearly two fold from the previous year. A whopping 65 percent of respondents said that social media is a better communication outlet than the traditional call center.

But what happens when a consumer uses their social media account to complain rather than to converse? More often than not, their message falls on deaf ears.

A separate A T Kearney study found that, 70 percent of all complaints issued to a company through one of its social media outlets go unanswered. The most common reason for the lack of response is because companies are still positioning social media as a marketing tool. Most companies have yet to integrate their social media accounts with their customer service departments.

The concern is exacerbated by the fact that as many as 20 percent of all complaints are issued through social media accounts.  

"The fact that so many brands are failing to recognize social media in their customer service strategies is a clear signal that they are finding it difficult to move beyond a simple broadcast mode of marketing to one based on dialogue," Marin Hill-Wilson of Brainfood Consulting told Call Center Focus.

"Social media is a two-way street – when you communicate your marketing message out to your customers, you had better be ready to listen to their reply; it will lose you business if you don’t," Hill-Wilson added.

Another common issue is that consumers often use social media tools after-hours, when customer service departments are closed.

Jim Close, managing director of Datapoint, tells Tech Radar that companies should look to invest in software that integrates social media into traditional complaint resolution channels.




Edited by Brooke Neuman

TechZone360 Contributor

SHARE THIS ARTICLE
Related Articles

Why People Don't Update Their Computers

By: Special Guest    7/13/2018

When the WannaCry ransomware attacked companies all over the world in 2017, experts soon realized it was meant to be stopped by regular updating. Even…

Read More

More Intelligence About The New Intelligence

By: Rich Tehrani    7/9/2018

TMC recently announced the launch of three new artificial intelligence events under the banner of The New Intelligence. I recently spoke with TMC's Ex…

Read More

Technology, Innovation, and Compliance: How Businesses Approach the Digital Age

By: Special Guest    6/29/2018

Organizations must align internally to achieve effective innovation. Companies should consider creating cross-functional teams or, at a minimum, incre…

Read More

Contribute Your Brain Power to The New Intelligence

By: Paula Bernier    6/28/2018

The three events that are part of The New Intelligence are all about how businesses and service providers, and their customers, can benefit from artif…

Read More

TMC Launches The New Intelligence - an Unparalleled AI and Machine Learning Conference & Expo in Florida

By: TMCnet News    6/28/2018

TMC announced the launch of The New Intelligence conference and expo - The Event Powering the AI Revolution. This exciting new event will take place o…

Read More