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.

 
Read the Vacation Bible School 2014 guide

In this current issue:

Serial robber hits Family Christian’s Fresno store

News image

Police in Fresno, California, are looking for a man allegedly...

READ MORE

Amazon launches Kindle Unlimited subscription service

News image

Amazon.com introduced on July 18 Kindle Unlimited—a new subscription service...

READ MORE

Facebook tests consumer ‘Buy’ button to help businesses

News image

Facebook is now testing a new feature to help businesses...

READ MORE

Faith-based surfer film nominated for three film festival awards

News image

The Perfect Wave has been nominated for three awards at...

READ MORE

Recording artist Yancy adds Spanish songs to free app

News image

Yancy’s Little Praise Party app is getting a bilingual upgrade with...

READ MORE

Liguori Publications acquires Franciscan Media’s parish resources

News image

Liguori Publications, a Catholic publisher and Redemptorist ministry, has purchased...

READ MORE

New company BroadStreet Publishing partners with Authentic Media

News image

BroadStreet Publishing has announced its partnership with U.K.-based Authentic Media,...

READ MORE

Canadian marketing programs raise awareness of Christian products

News image

Canadian marketing and publicity agency Graf-Martin Communications has launched Spark,...

READ MORE

AAP: Sales rise for religious presses

News image

The overall trade publishing sector continues showing growth in 2014...

READ MORE

Retail sales up minimally in June

News image

The Commerce Department announced its monthly sales numbers Tuesday, signaling...

READ MORE

Millennials strongly influence parents’ back-to-school spending

News image

Driven by increased demand for electronic items and parents’ need...

READ MORE

Crown Awards’ Best Picture goes to ‘Patterns of Evidence’

News image

International Christian Visual Media (ICVM) presented Crown Awards to outstanding...

READ MORE
100%
-
+
0
Show options

a