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BizReport : Loyalty Marketing : July 21, 2010

Consumers want more social media interaction with companies

The vast majority of consumers prefer to carry out business communications via social media, according to a new survey by research firm Yankee Group for Siemens Enterprise Communications, but few companies satisfy their needs.

by Helen Leggatt

Consumers want companies to be more engaged with social media, particularly in the realms of customer support and service. Companies are being seen to fail when it comes to using the likes of Facebook and Twitter as a communication channel.

And yet, according to the survey (.pdf), consumers want to engage with companies via their social spaces:-

- Over 70% of consumers want access to company experts and support via social media channels and trust company information provided to them via social networks

- 57% of customers feel company outreach via social media would improve their loyalty to that company

- Most customers feel that companies should be monitoring social media for customer feedback

- 50% of respondents use social media at least once a day

According to the report, "Businesses must understand that social media is no longer just a marketing initiative for generating leads. Businesses are now focusing on how social media, combined with customer service and other revenue-generating initiatives, can help make the relationship between a company and its customers more effective for both."

Tags: customer service, social media, social network

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