Social Media Users Have High Expectations
We all know how much influence social media users have on an organization’s reputation. That means your company will do itself a big favor by effectively addressing consumers who reach out about product and services concerns via social media channels, according to a new study from NM Incite. The research focuses on the term “social care,” which refers to individuals reaching out to a business via social media rather than a phone. These customers not only seek responses—they expect satisfactory resolutions. “The implications are enormous for brands that are not implementing effective social care,” says Gadi BenMark, senior vice president of NM Incite’s advisory division. “When you consider the span of friend and family networks who can view the positive or negative social care interactions, the effective reach of a well-executed response can be much bigger than you think.” A joint venture between Nielsen and McKinsey, NM Incite provides social media software, research and advisory solutions to companies. An estimated 2,000 U.S. social media users took part in the research.