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:

Casting Crowns gains RIAA Platinum status again

News image

Reunion/Beach Street Records artist Casting Crowns added another RIAA Platinum...

READ MORE

ECPA president earns distinguished credential

News image

Mark Kuyper, President/CEO of the Evangelical Christian Publishers Association (ECPA),...

READ MORE

Enter soon for Christian Retailing’s Best Early Bird discount

News image

Christian Retailing is now accepting nominations for the 2015 Christian...

READ MORE

K-Love announces 2015 Fan Awards nominees

News image

For KING AND COUNTRY and the Newsboys topped the list...

READ MORE

NRF survey: Valentine’s spending to reach record heights

News image

Cupid has some tricks up his (nonexistent) sleeve this year...

READ MORE

Rosenberg hits best-seller list again with ‘Third Target’

News image

Author Joel C. Rosenberg has done it again. His newest...

READ MORE

Biblica and Zondervan celebrate 50 years of the NIV

News image

January 2015 marks the beginning of a yearlong campaign to...

READ MORE

RBC Ministries rebrands to become Our Daily Bread

News image

Worldwide, Our Daily Bread is recognized as a household phrase....

READ MORE

Rainer title lauded with 2014 award

News image

B&H Publishing Group has announced that Autopsy of a Deceased...

READ MORE

2015 Absolutely Gospel Music Award nominees announced

News image

Joseph Habedank and hit songwriter Kenna West each garnered eight...

READ MORE

Carpentree awarded licensing for 'Old Fashioned'

News image

Carpentree, Inc. is releasing four new canvases that support the...

READ MORE

Carta Jerusalem to partner with Hendrickson Publishers

News image

Carta Jerusalem, the long-established cartographic firm that holds the world’s...

READ MORE
100%
-
+
0
Show options

a