Brands Undervalue Social Media for Customer Service

Though many companies are now using social media to acquire new customers and increase brand awareness, few are using social media channels for customer-service objectives, according to a survey from Alterian.

Among surveyed top-brand senior-level marketing executives, 30.1% cite customer acquisition as their most important objective for social media and 26.5% cite driving brand awareness. Just 1.2% cite customer service:

Below, other findings from the Engaging Times Summit survey, which polled 400 senior-level marketing executives from major US brands on brand socialization, engagement strategies, and social media ROI .

Cross-Channel Coordination Still Important

Despite a lack of emphasis on customer-service objectives with social media, roughly 90% of marketing execs say cross-channel coordination is vital in marketing campaigns.

Similarly, 61% say their brand's engagement with consumers occurs both online and offline, suggesting that engagement takes place on multiple platforms.

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