Customer Service Slow to Adopt Social Media Strategies


Market research and customer insight, CRM and customer service teams are trailing behind marketing, communications and even IT departments when it comes to setting social media strategies within companies, according to a Harvard Business Review study.

• While more than half of companies are using social media, only about a quarter of users say they could identify where their most valuable customers are “talking” about them. And less than one-quarter (23%) are using any form of social media analytics tools, with only 5% using some form of customer sentiment analysis.”

• 40% of respondents cited their most pressing challenges as understanding the potential of social media to make a difference to their business, and measuring the effectiveness of social media activities. When asked to rank the top three benefits of using social media, just 20% pointed to “better understanding of consumer perceptions of brands,” while 19% said “improved insights about our target market.”




Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.