Social Reputation: Companies Struggle to Keep Up

SocialMedia_600Companies are having a hard time keeping up with social media. Eighty percent of customer service inquires over social go unanswered, and companies would do well to improve these numbers.

Traditionally, brands have relied on customer surveys to measure satisfaction and get important feedback on how to improve. However, this too is changing with the rise of social media: A company’s social reputation does not necessarily reflect the results of traditional surveys.

Synthesio, a social media monitoring company, compared data from formal customer surveys to their own ‘Social Reputation Score,’ the percentage of positive comments minus the percentage of negative comments. Using Forrester’s Customer Experience Index as a comparison, they found that certain industries had a huge gap in the feedback they were getting from surveys vs. social media:
 

Rank

Industry

Social Reputation Score

Social Media (out of 100)

Forrester’s CXI

Survey (out of 100)

1.

Hotel

76

82

2.

Retail

52

79

3.

Consumer Electronics

49

74

4.

Mobile Service Providers

48

65

5.

Insurance

36

73

6.

Airlines

35

67

7.

Shipping

32

77

8.

Banking

29

71

 
According to the data, the industries that had the biggest disparity were shipping, banking and insurance. Some industries, however, saw a smaller difference between the two: hotel, mobile service providers and consumer electronics.

What can brands take away from this?

While surveys are still valuable, “they are limited to the feelings of a self-selected group,” said Loic Moisand, CEO of Synthesio. “Social Reputation Scores take into account huge volumes of organic, real-time social data.”

He explained that surveys can reveal more in-depth information about specific topics, while social media can show the bigger picture when it comes to the public’s attitude toward a brand or product. “Ideally, brands will use these tools together to evaluate their customers’ experiences,” Moisand said.

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