New Study Shows Impact of Social Media on Brands
A study from Society for New Communications Research quantifies the impact of social media on brands:
- 72 percent of respondents used social media to research a company’s reputation for customer care before making a purchase;
- 74 percent choose to do business with companies based on the customer care experiences shared by others online;
- 59 percent said they regularly use social media to “vent” about their customer care frustrations;
- 33 percent of respondents said they believe companies take such online complaints seriously.
Technology and retail brands ranked highest for using social media effectively to address customer dissatisfaction, while insurance, utilities and healthcare ranked lowest.
The study, “Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media,” was sponsored by Nuance Care Solutions, a Burlington, MA-based provider of voice-recognition solutions. The study will be presented at the SNCR’s New Communications Forum in Sonoma County, California later this week. It was conducted online with 300 respondents who voluntarily opted in.
