Study: Social Interaction and Marketing Should Be BalancedWritten by Michael Levanduski
February 22, 2013 # 7:03 am # Industry News, Specials # 9 Comments
Social media has not only provided something for college kids everywhere to waste away hours of their life doing, but it has also provided brands and businesses both big and small a very valuable business tool. However, there are bound to be a few businesses in this world that have a bit of trouble using social media correctly, and there are even those that botch their social media marketing campaigns entirely. So, what is it exactly that most consumers are looking for on social media from businesses? No matter the network or social site, consumers seem to like certain things from marketers more than others, and a new study shows just what works best.
This new study from J.D. Power and Associates shows that there must be a strong balance in social media marketing tactics. This means that in order for brands to keep their reputation where they want it in the social world, they must put equal amounts of effort toward customer service on social sites as they do marketing on them. The study measured the experiences of over 23,000 consumers working with 100 companies on social media, both in regard to marketing and customer service. The main finding of the study was that few brands are actually doing all that they should on social media.
Satisfaction of Consumers
The study rated consumers on a satisfaction scale by allowing them to score their satisfaction out of 1,000 points. Of those with high satisfaction, being those with satisfaction scores over 950, 87% stated that their interaction with brands positively impacted the way they think of said brands as well as their chances of purchasing. On the other hand, there were the 10% of respondents with low satisfactions scores, being those less than 500, that said that their interactions with brands negatively impacted their chances of purchasing from the brand.
Who Should Be Paid Attention?
Going further, the study showed that in the age category of 30-49, almost a third of respondents said that they actually do communicated with brands on social media through marketing tactics. In the age group over 50 years, 38% said that they do the same. Unexpectedly, only 23% of consumers in the age group of 18-29 said they interact with companies through their social marketing efforts. Now, for these 18-29 years old respondents, upwards of 43% said that they use social media for social interactions, and only 18% of those over 50 years do the same.
So, while there is a balance in the ways age groups are using social media to reach brands and businesses, there should be a balance in the way these brands put information out on social sites. Many see social media as a great way to make information about new offers and updates on products known to a wide range of consumers. However, what appears to be equally important is customer service, because it has an impact on every age group on the web. Although most brands today do not pay an equal amount of attention to both marketing and customer service, beginning to do so is an easy fix. Social marketing simply need to be willing to take the time to pay attention to consumer interactions within their social pages.