Christian Retailing

NEWSLETTERS Current Issue Study: Most brands not prepared to manage customer complaints in social media
Study: Most brands not prepared to manage customer complaints in social media PDF Print E-mail
Written by Jeremy Burns   
Monday, 24 February 2014 05:26 PM EST

SocialMediaMarketingUniversity-web

Most brands don’t have a strategy in place to manage customer complaints in social media, despite being plagued by negative posts by customers, competitors and employees, according to a survey conducted by Social Media Marketing University (SMMU).

Of the brands surveyed, 58.2% receive customer complaints via social media “occasionally,” 10.9% receive them “somewhat often” while 4.9% receive them “very often.” More than a quarter (26.1%) of brands’ reputations have been tarnished as a result of negative social media posts, with 15.2% losing customers and 11.4% suffering declining revenue.

Nearly a quarter (23.4%) of brands not only do not have a strategy in place to manage negative social commentary, but also have no plans to develop one. Only 24.5% of brands are in the process of developing a strategy, while 7.6% have strategies in place that are proving to be ineffective. 

“So many brands are buying into the ‘friending equals spending’ mentality,” said John Souza, founder of SMMU. “They want the benefits of social media, but aren’t truly aware of the investment of effort that’s required to see a return.

“As a result, this lack of effort rarely produces desired results and can lead to alienation of customers, fans and followers,” he added. “It can even escalate to a backlash of negativity.”

A recent survey conducted by The Social Habit found that 42% of customers expect a response to a complaint posted on a brand’s social media account within one hour. The SMMU survey found that only 17.6% of brands strive to meet this expectation. Most brands (52.2%) respond within 24 hours. An alarming 21.4% rarely or never respond to customer complaints in social media. These findings illustrate a widening gap between customer expectations in social media and brands’ social practice.

 

In this current issue:

Vote in March in Christian Retailing’s Best awards

News image

It’s time to vote! Christian Retailing invites anyone involved in...

READ MORE

New Hampshire store wins Joyce Meyer book display contest

News image

In 2014, Faithwords, a division of Hachette Book Group, held...

READ MORE

‘Expect’ to transform lives at ICRS in Orlando

News image

The International Christian Retailing show returns to Orlando, Florida, this...

READ MORE

New product accessibility highlights AmericasMart March Market

News image

Industry-leading educational programming and collaborations complement an efficient product sourcing...

READ MORE

‘God’s Not Dead’ takes top honors at Movieguide Awards

News image

Pure Flix Entertainment’s best-selling DVD God’s Not Dead received top...

READ MORE

‘The Devil in Pew Number Seven' to hit the big screen

News image

AFFIRM Films and Mass Hysteria Entertainment Inc. have announced their...

READ MORE

The Parable Group launches 2nd annual writing contest

News image

The Parable Group, its retail partners and WestBow Press—the strategic...

READ MORE

Destiny Image: 'We made the right decision'

News image

Citing major financial considerations, Nori Media Group CEO Don Nori...

READ MORE

LifeWay signs letter of intent on Nashville property

News image

After analyzing more than a dozen offers to purchase its...

READ MORE

700 Club, Joni to feature lauded HCI authors

News image

HCI Books authors Tonier Cain and Erin Merryn will get...

READ MORE

InterVarsity Press inks Tampa pastor to book deal

News image

Pastor, author and recording artist Tommy “Urban D.” Kyllonen has...

READ MORE

Worthy signs Sandra Hagee Parker for debut book

News image

Worthy Publishing announces it signing of author Sandra Hagee Parker—daughter...

READ MORE
100%
-
+
0
Show options

a