Quick Study: Consumers: Social Dialogue Not Really Two-Way Affair; Amazon, QVC and Apple Most Popular E-Commerce Sites


â–¶ 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.

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