A majority of consumers are eagerly turning to social media sites to share their personal experiences with brands, according to a recent ROI Research study that asked social network users for the reasons they discuss products and services on various social channels. eMarketer.com shared the following details on this digital data.
Fifty-three percent of the survey respondents said they provide feedback to a brand or retailer through social network sites, with 47 percent saying they express their dissatisfaction online when necessary.
Social network users conveyed the highest number of complaints for household products, telecommunications, and healthcare. The fewest complaints were logged for sports brands, newspapers and magazines, and alcoholic drinks.
A surprising result was that travel received a relatively low number of social media complaints, considering that a MarketTools survey showed that 10 percent of U.S. travelers have used social media to criticize an airline and that only 25 percent of those who complained had received a response. This inconsistency can be explained by the fact that most unhappy travelers contact the airline through phone or email rather than on their social media sites.
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Despite the discrepancy, it’s clear that consumers are regularly using social media to communicate their experiences. Now, brands must use these channels to connect with customers in order to maintain control of their corporate images.
Read more at emarketer.com
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