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This is Your Brand. This is Your Brand on Social Media.
- 04.29.08
Is your company participating in the online conversation? Well, the Society for New Communications Research recently conducted a study of 300 consumers who were active Internet users. The report “Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media,” provides these statistics:
• 59.1% of respondents use social media to “vent” about a customer care experience
• 72.2% of respondents research companies’ customer care online prior to purchasing products and services at least sometimes
• 84% of respondents consider the quality of customer care at least sometimes in their decision to do business with a company
• 74% choose companies/brands based on others’ customer care experiences shared online
• 84% of respondents consider the quality of customer care in their decision to do business with a company at least sometimes
• 81% believe that blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care, but less than 33% believe that businesses take customers’ opinions seriously
• Search engines are the most valuable online tools for this research, according to respondents. Those rated of no value include micro-blogging sites like Twitter or Pownce (39%), YouTube (27%) and social networking sites like Facebook and MySpace (22%)
Customer care. Communication. Transparency.
Watchwords for the today’s savvy, connected consumer.
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