Consumers: Social Dialogue Not Really Two-Way Affair

Social Engagement Could Be Better: A study finds that consumers expect a two-way dialogue with brands across the social Web, but rarely get it. A survey conducted by Lithium Technologies in April 2012 reveals that while 25% of respondents expect to hear back from a company when they tweet about a brand or product, only 9% have actually received a response.

Other highlights include:

  • 35% say that after “liking” a brand on Facebook, they expect to hear from the company—yet 58% say that they have never received a response from a company after “liking” it.

  • A companion survey of marketers found that 42% are very concerned about demonstrating the value of social media to executive management—but only 4% say their ability to measure the overall impact of social media is excellent.

  • 31% of marketers say that customer retention is important, but only 4.6% of marketers say they are able to measure customer satisfaction extremely well.

Source: Lithium Technologies 

Follow Scott Van Camp: @svancamp01

4 responses to “Consumers: Social Dialogue Not Really Two-Way Affair

  1. Maybe it’s because the message function does not work on FB business pages.

  2. Yes. I’ve had brands communicate via social media many times, but the best example was @DeltaAssist, who was able to help me rebook a flight, while I was snowed in at Kabul International Airport for 3 days, while shooting a documentary. I had to go downtown to deal with the local airline, where as Delta was able to handle almost everything via twitter.

  3. Interesting findings! Reaffirms that growing your followership can be a hollow victory if you don’t acknowledge each incremental consumer. Can you tell us more about the report this article is based on, where to find?

  4. Laura—Here’s the link to the report—http://www.lithium.com/home/news-events/press-releases/2012/consumers-expect-more-engagement-from-brands-through-social-media-lithium-social-survey-finds.html

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