Though Facebook is the dominant social media platform, consumer satisfaction with the industry giant is low—with users citing concerns over privacy, security, technology, and advertising—whereas satisfaction with nonprofit Wikipedia is more favorable, according to a survey from ForeSee Results for the American Customer Satisfaction Index (ACSI).
Wikipedia also generates consumer activity: 10% of Wikipedia users have purchased products of services that were recommended on the website—an impressive number for a site that actively polices and prevents blatant marketing efforts.
Still, with some 500 million users worldwide, Facebook represents a huge commercial opportunity: 16% of Facebook users have sought recommendations for products and services on the site and 12% have purchased products that were recommended.
Below, other findings from the 2010 Annual E-Business Report for the ACSI, which ranked customer satisfaction across e-business categories, including social media, search, and news portals.
Low Social Media Consumer Satisfaction
In 2010, social media websites joined the list of 40 e-business industries and companies measured by the ACSI. Social media received an industry average score of 70 (out of 100)—debuting as one of the lowest-scoring industries measured by the ACSI, surpassing only the notoriously low-scoring airline (66) and cable/satellite TV (66) industries.